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2013 Shark Week Sponsorship - Tomorrow Awards
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2013 Shark Week Sponsorship
Volkswagen drives Shark Week fans on a subaquatic road trip through shark-infested waters.
The Volkswagen Beetle is one of the world’s most beloved cars. But despite the car’s iconic status, it’s mostly women who buy it. Volkswagen had a huge untapped market: men. And it needed to prove that the Beetle has some serious teeth. That’s why we introduced the Beetle to men’s most hallowed holiday: Shark Week.

Partnering with Discovery’s marine biologists, we built a Beetle-inspired shark cage cruiser. Then we sent the open-top cruiser on a subaquatic road trip along a shark super highway from Miami to Grand Bahamas Island. Video of the harrowing journey aired as a three-part series during Shark Week.

Fans could also experience the drive for themselves online. Using Street View technology, we mapped the underwater route in 360 degrees, allowing users to drive the Beetle cruiser while sharks circled overhead. And guys ate it up, spending an average 8:13 on the site.

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