The automaker is sponsoring the Discovery Channel’s programming event and has created a drivable shark cage that looks like a classic VW Beetle.
As the sponsor of the 25th anniversary of Shark Week on the Discovery Channel, Volkswagen has created a mobile shark observation cage that looks like a classic VW Beetle. This unique advertising integration seamlessly fits with the program content to create a memorable experience.
The car can drive on the ocean floor thanks to two propellers and a full air system, which divers can hook up to. It is made from tubular aluminum, and features a set of alloy wheels and iconic bug headlights. Volkswagen collaborated with marine biologist Luke Tipple and a team of engineers to design and construct the shark cage, which took around three weeks to build. Justin Osborne, general manager of marketing communications for VW, said:
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.