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First Coast Gears: VW Beetle swims with the sharks, literally

9:34 PM, Aug 10, 2012   |    comments
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Back in the day VW came up with some brilliant marketing campaigns for the air-cooled Bug and judging from their latest marketing campaign, it looks like they've got their marketing mojo back.

VW worked with marine biologist and shark expert Luke Tipple and his engineering team to create a one-of-kind "Volkswagen Beetle Shark Observation Cage."

It's part of a promotion for the 25th annual Shark Week that runs August 12-16 on the Discovery Channel. The design, construction and submersion of the Beetle shark cage will be gradually unveiled in a series of three, one-minute segments during Shark Week programming.

"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," said VW spokesman Justin Osborne in a news release.

Unlike the old days of straight TV commercials, this venture is all about social media.  VW will be providing exclusive content on its Facebook page with a "Shark Bites" video playlist and on Twitter VW is hoping #VWSharkWeek will catch on.

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