[car fanatics]

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The finishing touches are put on the Beetle Shark Observation Cage before it goes underwater. Tune into Shark Week starting August 12 for the full story.

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.” Read more.

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A marketing homerun