Volkswagen Beetle Convertible shark cage unveiled for Shark Week

Volkswagen Beetle Convertible Shark Cage 24.7.2013
Volkswagen Beetle Convertible Shark Cage 24.7.2013

Can drive underwater

Volkswagen has unveiled a specially built shark cage for the Discovery Channel's Shark Week which kicks off on August 4th at 8PM EST.

Jointly developed with marine biologist Luke Tipple, the cage features tubular construction that draws inspiration from the 2013 Beetle Convertible. As a result, it has been equipped with wheels, headlights and interior trim from the production model. The cage also features a tri-motor system which will enable it to drive underwater.

Since Volkswagen is a sponsor of Shark Week, we can expect the usual tie-ins including a co-branded app that will allow users to "share photos, videos and Shark Week news directly from their mobile devices."

According to Volkswagen of America's vice president of marketing, Kevin Mayer, “While most of the entertainment world has adapted to our busy schedules through on-demand viewing, Shark Week is a rarity in that it still captures millions of viewers in a week-long shared experience." He added, "Volkswagen is excited to add our unique touch to an event with such an impressive impact on pop culture."

Source: Volkswagen USA


--Volkswagen continues relationship with Discovery Channel, bringing a new version of the VW Beetle Shark Cage back for Shark Week 2013--
Herndon, VA - Volkswagen of America (VWoA) announced today its renewed relationship with Discovery Channel for the network’s annual Shark Week, which kicks off on Sunday, August 4th at 8PM ET/PT.

This is VWoA’s second consecutive year as presenting sponsor for Shark Week, one of television’s most anticipated annual programming events. Building on last year’s wildly successful integration featuring the Beetle Shark Cage, VWoA is excited to raise the bar in 2013 with the Subaquatic Road Trip. Working with marine biologist Luke Tipple, and Discovery’s branded entertainment team, last year’s observation cage has been transformed into a 2013 Beetle Convertible, bringing the underwater action to the ocean floor and the viewers at home even closer to the deep dive.

“While most of the entertainment world has adapted to our busy schedules through on-demand viewing, Shark Week is a rarity in that it still captures millions of viewers in a week-long shared experience,” said Kevin Mayer, vice president marketing, Volkswagen of America, Inc. “Volkswagen is excited to add our unique touch to an event with such an impressive impact on pop culture.”

“As Discovery’s longest-running franchise and TV’s must-see summer event, Shark Week has a loyal audience, which we are proud to engage in this unique sponsorship with Volkswagen,” said Scott Felenstein, executive vice president, advertising sales, Discovery Communications. “We are thrilled to continue our partnership with Volkswagen, connecting them to our passionate fans to help drive brand awareness and showcase VW’s ingenuity and originality.”

VWoA’s social media sponsorship also will expand this year, including the Shark Week Plus co-branded simultaneous viewing app, designed to attract audiences and enabling sharing across iPhone® and iPad® devices, and online. Viewers also will be able to share photos, videos, and Shark Week news directly from their mobile devices to online social media outlets including Discovery and Volkswagen Facebook and Twitter pages. Additionally, VW and Discovery will encourage fans to participate in this year’s new online experience Subaquatic Road Trip, enabling them to be transported into the 360-degree view of Luke Tipple’s underwater journey in the VW Beetle Shark Cage. In addition to Discovery’s Twitter hashtag #SharkWeek, Volkswagen will once again create buzz on Twitter using the custom Shark Week hashtag #VWSharkWeek.

On-air elements include a Shark Week short-form content series allowing viewers a chance to watch as Luke Tipple takes the Beetle Convertible Shark Cage for a Subaquatic Road Trip along the ocean floor, and Shark Week “sneak peeks”, which offers an exclusive look into Shark Week programming beginning the week of July 22nd.

Recently, the relationship between VWoA and Discovery garnered recognition from the Cannes Lions International Festival of Creativity. The 2012 Volkswagen Beetle Shark Cage campaign was awarded a Silver Lion for Best Brand or Product Integration into a Feature Film, Existing TV Show and/or Series and a Bronze Lion for Best Media Campaign for a Car and Automotive Service.

The on-air content was developed by Volkswagen's creative Agency of Record Deutsch LA. MediaCom facilitated the partnership between Volkswagen and Discovery.

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Comments (4)

benzboy benzboy
Must have been a very slow news day at WCF and VW
Jul 25th, 2013 12:31pm
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pzigly pzigly
Whoever decides to get in this stupid thing, i hope they get eaten. VW should be more responsible for safety than advertizing
Jul 25th, 2013 7:30am
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International International
At least they stuck to the original beetle and made it with a rear engine...lol
Jul 25th, 2013 1:52am
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peterjames7 peterjames7
Mmmm not really a cage when the shark can still get at you.....it should be "vw attempt at making beetle manly"
Jul 25th, 2013 1:37am
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