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Volkswagen Beetle Shark Observation Cage: Volkswagen of America sponsor for Discovery Channel 25th annual Shark Week (August 12-16)

Volkswagen will be presenting sponsors for 25th Annual Shark Week being held from August 12 to 16, 2012. VW along with Discovery Channel will be presenting this program which airs on the Discovery Channel Network for a multitude of viewers across the globe. This is the first time that Volkswagen will be co partners in such a venture but for Shark Week on Discovery Channel it is their 25th year running.

2012 Volkswagen Beetle will be at the forefront during this week long program. Volkswagen and Discovery Channel have been working along with marine biologist and shark expert Luke Tipple and his team and have put together a special observation cage known as the ‘Volkswagen Beetle Shark Observation Cage’. The construction, design and submersion of this special cage will also be shown to viewers during Shark Week on TV.

This Beetle Shark Cage has been designed keeping the shark fin and VW Beetle in mind. The Beetle inspired cage bears a strong resemblance to the 2012 Volkswagen Beetle with 200 hp and turbocharged 2.0 liter 1.4 engine. Viewers interested in learning how the 2012 Volkswagen Beetle Shark Cage was created need to check out the three one minute videos that will be broadcasted during Shark Week.

News release: Volkswagen Joins Discovery Channel as Presenting Sponsor for 25th Annual Shark Week
German Engineering Meets the Ocean’s Highest-Performing Machine

Volkswagen of America is proud to announce its sponsorship of Discovery Channel’s 25th annual Shark Week, which airs on the network August 12-16.

This is Volkswagen’s first year as presenting sponsor for the acclaimed programming event, which has carved out its place as must-see television for millions of viewers worldwide. The unique partnership unites the two pop culture icons across multiple platforms, with Volkswagen offering viewers a chance to dive deeper into the Shark Week experience.

The 2012 Volkswagen Beetle plays a special role in the Shark Week collaboration. Volkswagen and Discovery Channel have worked closely together 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 put viewers in the driver’s seat 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.


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