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Volkswagen Teams Up with Discovery Channel for Third Year as Presenting Sponsor of Shark Week

Volkswagen has signed on as the sponsor of the Discovery Channel’s Shark Week for the third year in a row.  Kicking off on August 10th, this year’s Shark Week will feature a tie-in with the fuel efficient Golf TDI reminiscent of last year’s Beetle tie-in, with a challenge to scroll through a “567 mile long website”.  No word on whether Volkswagen is planning on releasing a Sharkrocco to commemorate the event.

Check out the full Press Release below.

Herndon, VA, August 5, 2014 – Volkswagen of America (VWoA) today announced its renewed collaboration with Discovery Channel for television’s longest running must-see summer event, SHARK WEEK, which kicks off on Sunday, August 10th at 8PM ET/PT.

This is Volkswagen’s third consecutive year as presenting sponsor for SHARK WEEK. Coming off of another successful integration last year, featuring the 2013 Beetle Convertible Shark Cage, VW is excited to take an even bigger bite into the 2014 campaign. On-air elements revolve around three: 60 short form videos featuring the cast from Discovery Channel’s popular series, DUDE, YOU’RE SCREWED and the all-new, fuel efficient 2015 Golf TDI® Clean Diesel. Achieving up to 567 highway miles per tank with an automatic transmission, the Golf TDI is one of the only cars to practically match the shark’s non-stop way of life.

Additionally, Volkswagen will help to usher in SHARK WEEK with two vignettes and four sneak peeks, which offer an exclusive look into SHARK WEEK programming prior to the August 10th kickoff.

“With last year’s SHARK WEEK turning out to be the most watched ever, Volkswagen is thrilled to continue working with this beloved television event that shows no signs of slowing,” said Vinay Shahani, Vice President, Brand Marketing, Volkswagen of America, Inc. “SHARK WEEK is an incredible opportunity for Volkswagen to introduce millions of consumers to the Golf TDI through an event that speaks to VW’s famed, bold marketing style.”

“We are thrilled to be partnering with Volkswagen for the third year in a row on SHARK WEEK, TV’s must see summer event, said Scott Felenstein, Executive Vice President, Advertising Sales, Discovery Communications. “We’re excited to continue the strong collaboration between our two popular brands driving awareness by reaching Shark Week’s millions of rabid fans and showcasing Volkswagen’s ingenuity and creativity.”

Last year, Volkswagen gave viewers the chance to drive on the ocean floor. This summer, fans are challenged to prove that they have what it takes to swim with the sharks. Three “Non-Stop Shark Week Challenges” will be hosted on Discovery’s official non-stop SHARK WEEK site: www.vwsharkweek.com. “Non-Stop Drive” dares web surfers to scroll through a 567-mile-long website; “Non-Stop Performance” forces viewers to keep their eyes peeled for sharks during a non-stop loop of sharks feeding, breaching and attacking; “Non-Stop Agility” allows everyone with a webcam to swim through underwater footage by bobbing their head back and forth like a shark.

The results of all challenges can be shared with friends via social media. SHARK WEEK enthusiasts who complete challenges will be eligible for additional entries in the sweepstakes that will crown a lucky fan “King of the Shark Week Challenge,” with the winner receiving a cash prize and SHARK WEEK gear.

In addition to Discovery’s Twitter hashtag #SharkWeek, Volkswagen will once again make waves on Twitter using the custom Shark Week hashtag #VWSharkWeek.

The on-air content was developed by Discovery Channel’s ad sales marketing team and The Agency (Discovery Communications in house creative group) in conjunction with Deutsch LA (Volkswagen’s creative Agency of Record).

567-mile range based on 43 mpg highway EPA estimates for a 2015 Golf TDI Clean Diesel with automatic transmission and a 13.2 gallon fuel tank. Mileage will vary and depends on several factors including driving habits and vehicle condition.

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