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Volkswagen Collaborates With Discovery Channel for a Second Subsequent Year in Presenting Sponsor of Shark Week

discoveryVolkswagen has recently announced its collaboration with the renowned Discovery Channel for the second time in two consecutive years for the annual Shark Week, the channel’s one of the most popular programming events. Following the renewal of this relationship, VW will be presented as the sponsor of Shark Week, which will commence on August 4, 2013, and would bring the Subaquatic Road Trip this time, as opposed to the Beetle Shark Cage last year.

Marine biologist Tipple along with the Discovery Channel’s entertainment team has worked to convert the observation cage to 2013 Beetle Convertible, allowing for underwater action to come to surface and offer a unique experience altogether to viewers.

Kevin Mayer, vice president of marketing department in Volkswagen of America, Inc. is reported to have said, “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. 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 of advertising sales in 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.”

Not only that, but VW’s sponsorship in the social media realm is also expected to rise in the current year, which would encompass various facets such as the Shark Week Plus co-branded simultaneous viewing app, which is specifically designed to facilitate data sharing amongst iPhone(R) and iPad(R)devices, as well as online sharing. Apart from that, fans would also have a chance to take part in the Subaquatic Road Trip offered by the VW and Discovery Channel.

Other aspects of this collaboration involve Shark Week short-form content series, through which viewers can get an opportunity to watch Luke Tipple with the Beetle Convertible Shark Cage on a Subaquatic Road Trip through the ocean floor, along with exclusive ‘sneak peeks’ into the programming of Shark Week.

Lately, the collaboration between Volkswagen and Discovery Channels has been in the limelight, thanks to Cannes Lions International Festival of Creativity, in which the 2012 Beetle was presented with a Silver Lion in honor of the Best Brand or Product Integration into a Feature Film, Existing TV Show and/or Series, as well as a Bronze Lion for Best Media Campaign for a Car and Automotive Service.



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