Jul 26, 2012 at 02:32 PM
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VW Creates Beetle-Branded Shark Cage For Sponsorship of Shark Week

Volkswagen of America will be the presenting sponsor of Discovery Channel's 25th anniversary Shark Week this August and as part of the partnership, a special Shark Week-branded Volkswagen Beetle shark cage has been created by the automobile's engineering team to crawl the ocean floor in search of ocean predators.

Volkswagen and Discovery Channel have been working with marine biologist and shark expert, Luke Tipple, and his engineering team to create a one-of-a-kind "Volkswagen Beetle Shark Observation Cage" that will give viewers a close-up as it cruises along the ocean floor. The design, construction and submersion of the Beetle shark cage will be unveiled for viewers in a series of three, one-minute segments during Shark Week programming.

"Shark Week has a loyal and enthusiastic following of fans, and we're thrilled to partner with Discovery Channel on this 25th anniversary special," said Justin Osborne, general manager, marketing communications, Volkswagen of America, Inc. "We wanted the integration to be authentic and fit naturally with the Volkswagen brand, imprinting our signature style on Shark Week. The Beetle shark cage plays on the silhouettes of two of the most iconic images, the shark fin and the Volkswagen Beetle."

"Discovery Channel and Volkswagen share a great partnership and we are extremely proud to have them as a presenting sponsor for our 25th annual Shark Week," said Scott Felestein, senior vice president, ad sales, Discovery Channel. "We're thrilled to offer Volkswagen the opportunity to showcase their innovation and creativity to our loyal Shark Week viewers, helping to increase awareness of their brand."

Volkswagen's social media sponsorship will enhance fans' online Shark Week experience with new viewing choices including a simultaneous broadcasting application with audio syncing to the TV programming. Additionally, VW will provide exclusive content with a custom "Shark Bites" video playlist and timeline photos for VW's Facebook page. The custom Shark Week hashtag #VWSharkWeek will give fans a chance to engage in conversation leading up to and through Shark Week.

On-air elements include "Shark Bites," vignettes that celebrate the greatest moments from past Shark Weeks, and "Sneak Peeks," short segments beginning the week of July 17th that look ahead to this year's 25th Shark Week.