The redesigned shape of the new 2012 Volkswagen Beetle has clearly been attracting a new fan base since the car’s debut earlier this year, and it apparently includes the marine biologists at the Discovery Channel: In preparation for the cable outlet's annual feeding frenzy of excitement known as Shark Week, an exclusive “Volkswagen Beetle Shark Observation Cage” is being created to roam the ocean floor in search of ferocious members of the Selachimorpha clade.
It might seem like an odd mix of creatures to be celebrating a quarter century of aquatic adventures, but VW’s Justin Osborne, general manager of marketing communication for Volkswagen of America, points out the connection: “Shark Week has a loyal and enthusiastic following of fans, and we’re thrilled to partner with Discovery Channel on this 25th anniversary special. We wanted the integration to be authentic and fit naturally with the Volkswagen brand, imprinting our signature style on Shark Week. The Beetle shark cage plays on the silhouettes of two of the most iconic images, the shark fin and the Volkswagen Beetle.”
Technically speaking, the new Beetle is the presenting sponsor of Shark Week, which runs from Aug. 12-16, and will support programming with:
- Short videos showing the development of the Beetle Shark Cage
- Highlights from classic Shark Week episodes of the past
- Plenty of social media efforts, including a “simultaneous broadcasting” app
“Discovery Channel and Volkswagen share a great partnership, and we are extremely proud to have them as a presenting sponsor for our 25th annual Shark Week,” said Scott Felestein, senior vice president, ad sales, Discovery Channel. “We’re thrilled to offer Volkswagen the opportunity to showcase their innovation and creativity to our loyal Shark Week viewers, helping to increase awareness of their brand.”
Be sure to visit Volkswagen’s Facebook page for Shark Week updates—and local VW dealerships for new Beetles.