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VOLKSWAGEN SPONSORS SHARK WEEK ON THE DISCOVERY CHANNEL
August 2012: Volkswagen is partnering with the Discovery Channel as the sponsor of the 25th Anniversary of Shark Week, which airs on the Discovery Channel from August 12 through 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 nationwide.Mobile Beetle Shark Observation Cage Puts Viewers in the Driver's Seat! The Volkswagen Beetle goes cruising with....sharks! To celebrate this historic milestone, Volkswagen teamed with noted marine biologist and shark expert Luke Tipple, along with a team of engineers to design and construct a mobile Beetle shaped Shark Observation Cage. The cage, which took approximately three weeks to build and is made of tubular aluminium, will put viewers in the driver's seat as it cruises the ocean floor, surrounded by sharks. The Volkswagen Beetle Shark Observation Cage will be part of a three-part short-form series to air during Shark Week which chronicles the design, construction, and submersion of the Beetle. The Beetle Shark Observation Cage plays on the silhouettes of two iconic images: the shark fin and the Volkswagen Beetle. Social Media / Short Films Enhance Viewers Shark Week Experience: 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 which began the week of July 17 look ahead to this year's 25th Shark Week.