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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.
Founded in 1955, Volkswagen of America, Inc., an operating unit of Volkswagen Group of America, Inc. (VWoA) is headquartered in Herndon, Virginia. It is a subsidiary of Volkswagen AG, headquartered in Wolfsburg, Germany. VWoA’s operations in the United States include research and development, parts and vehicle processing, parts distribution centers, sales, marketing and service offices, financial service centers, and its state-of-the-art manufacturing facility in Chattanooga, Tennessee. The Volkswagen Group is one of the world's largest producers of passenger cars and Europe's largest automaker. VWoA sells the Beetle, Eos, Golf, Golf R, GTI, Jetta, Jetta SportWagen, Passat, CC, Tiguan, Touareg and Routan vehicles through approximately 600 independent U.S. dealers. Visit Volkswagen of America online at www.vw.com or media.vw.com to learn more.
About Discovery Communications Discovery Communications (Nasdaq: DISCA, DISCB, DISCK) is the world's #1 nonfiction media company reaching more than two billion cumulative subscribers in 223 countries and territories. Discovery is dedicated to satisfying curiosity through 162 worldwide television networks, led by Discovery Channel, TLC, Animal Planet, Science and Investigation Discovery, as well as U.S. joint venture networks OWN: Oprah Winfrey Network, The Hub and 3net, the first 24-hour 3D network. Across the Nordic region, Discovery owns and operates SBS Discovery Media, a top-three portfolio of 20 television brands that feature leading nonfiction content, as well as locally produced entertainment programs, sports and the best scripted series and movies from major studios. Discovery also is the leading provider of educational products and services to schools, including an award-winning series of digital textbooks, and owns and operates a diversified portfolio of digital media services, including Revision3. For more information, please visit www.discoverycommunications.com.