SOURCE: Volkswagen of America, Inc.
HERNDON, VA--(Marketwire - Jul 26, 2012) - Volkswagen of America is proud to announce its sponsorship of Discovery Channel's 25th annual Shark Week, which airs on the network August 12-16.
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 worldwide. The unique partnership unites the two pop culture icons across multiple platforms, with Volkswagen offering viewers a chance to dive deeper into the Shark Week experience.
The 2012 Volkswagen Beetle plays a special role in the Shark Week collaboration. Volkswagen and Discovery Channel have worked closely together with marine biologist and shark expert, Luke Tipple, and his engineering team to create a one-of-a-kind "Volkswagen Beetle Shark Observation Cage" that will put viewers in the driver's seat as it cruises along the ocean floor. The design, construction and submersion of the Beetle shark cage will be unveiled for viewers in a series of three, one-minute segments during Shark Week programming.
"Shark Week has a loyal and enthusiastic following of fans, and we're thrilled to partner with Discovery Channel on this 25th anniversary special," said Justin Osborne, general manager, marketing communications, Volkswagen of America, Inc. "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."
"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."
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 beginning the week of July 17th that look ahead to this year's 25th Shark Week.
About Volkswagen of America, Inc.
Founded in 1955, Volkswagen of America, Inc. is headquartered in Herndon, Virginia. It is a subsidiary of Volkswagen AG, headquartered in Wolfsburg, Germany. Volkswagen'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. Volkswagen is one of the world's largest producers of passenger cars and Europe's largest automaker. Volkswagen 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) (NASDAQ: DISCB) (NASDAQ: DISCK) is the world's #1 nonfiction media company reaching more than 1.7 billion cumulative subscribers in 209 countries and territories. Discovery is dedicated to satisfying curiosity through more than 147 worldwide television networks, led by Discovery Channel, TLC, Animal Planet, Science and Investigation Discovery, as well as US joint venture networks OWN: Oprah Winfrey Network, The Hub and 3net, the first 24-hour 3D network. Discovery also is a leading provider of educational products and services to schools and owns and operates a diversified portfolio of digital media services, including Revision3. For more information, please visit www.discoverycommunications.com.