Starting August 12, the Discovery Channel will be awash with some fo the ocean’s most skilled hunters and Volkswagen will be right there for the entire week. Officially labeled as the “Shark Week” sponsor, this will be the first time VW has been issued the title. While the toothy fish will surely be the stars, the cars will not just stand idle by as the automaker will make sure this week will be something special. One very special Beetle will be on hand to offer viewers an experience not yet seen throughout the event’s 25 runnings.
Built in connection with Discovery Channel and marine biologist and shark expert, Luke Tipple, an observation cage fashioned from a 2012 VW Beetle will be ready for action. Equipped with numerous underwater cameras, the cage will cruise the ocean floor to simulcast the creature’s behaviors to viewers. Through social media, both VW and “Shark Week” fans alike will get an exclusive treat with multiple synced broadcasts. “We wanted the integration to be authentic and fit naturally with the Volkswagen brand, imprinting our signature style on Shark Week,” said Justin Osborne, general manager of marketing communications for Volkswagen of America.
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