Volkswagen Joins Discovery Channel for Second Year as Presenting Sponsor of Shark Week

Volkswagen Joins Discovery Channel for Second Year as Presenting Sponsor of 
Shark Week 
Volkswagen Continues Relationship With Discovery Channel, Bringing a
New Version of the VW Beetle Shark Cage Back for Shark Week 2013 
HERNDON, VA -- (Marketwired) -- 07/24/13 --  Volkswagen of America
(VWoA) announced today its renewed relationship with Discovery
Channel for the network's annual Shark Week, which kicks off on
Sunday, August 4th at 8PM ET/PT. 
This is VWoA's second consecutive year as presenting sponsor for
Shark Week, one of television's most anticipated annual programming
events. Building on last year's wildly successful integration
featuring the Beetle Shark Cage, VWoA is excited to raise the bar in
2013 with the Subaquatic Road Trip. Working with marine biologist
Luke Tipple, and Discovery's branded entertainment team, last year's
observation cage has been transformed into a 2013 Beetle Convertible,
bringing the underwater action to the ocean floor and the viewers at
home even closer to the deep dive. 
"While most of the entertainment world has adapted to our busy
schedules through on-demand viewing, Shark Week is a rarity in that
it still captures millions of viewers in a week-long shared
experience," said Kevin Mayer, vice president marketing, Volkswagen
of America, Inc. "Volkswagen is excited to add our unique touch to an
event with such an impressive impact on pop culture." 
"As Discovery's longest-running franchise and TV's must-see summer
event, Shark Week has a loyal audience, which we are proud to engage
in this unique sponsorship with Volkswagen," said Scott Felenstein,
executive vice president, advertising sales, Discovery
Communications. "We are thrilled to continue our partnership with
Volkswagen, connecting them to our passionate fans to help drive
brand awareness and showcase VW's ingenuity and originality." 
VWoA's social media sponsorship also will expand this year, including
the Shark Week Plus co-branded simultaneous viewing app, designed to
attract audiences and enabling sharing across iPhone(R) and iPad(R)
devices, and online. Viewers also will be able to share photos,
videos, and Shark Week news directly from their mobile devices to
online social media outlets including Discovery and Volkswagen
Facebook and Twi
tter pages. Additionally, VW and Discovery will
encourage fans to participate in this year's new online experience
Subaquatic Road Trip, enabling them to be transported into the
360-degree view of Luke Tipple's underwater journey in the VW Beetle
Shark Cage. In addition to Discovery's Twitter hashtag #SharkWeek,
Volkswagen will once again create buzz on Twitter using the custom
Shark Week hashtag #VWSharkWeek. 
On-air elements include a Shark Week short-form content series
allowing viewers a chance to watch as Luke Tipple takes the Beetle
Convertible Shark Cage for a Subaquatic Road Trip along the ocean
floor, and Shark Week "sneak peeks", which offers an exclusive look
into Shark Week programming beginning the week of July 22nd. 
Recently, the relationship between VWoA and Discovery garnered
recognition from the Cannes Lions International Festival of
Creativity. The 2012 Volkswagen Beetle Shark Cage campaign was
awarded a Silver Lion for Best Brand or Product Integration into a
Feature Film, Existing TV Show and/or Series and a Bronze Lion for
Best Media Campaign for a Car and Automotive Service.  
The on-air content was developed by Volkswagen's creative Agency of
Record Deutsch LA. MediaCom facilitated the partnership between
Volkswagen and Discovery.  
About Volkswagen of America, Inc.
  Founded in 1955, Volkswagen of
America, Inc., an operating unit of Volkswagen Group of America, Inc.
(VWoA) is headquartered in Herndon, Virginia. It is a subsidiary of
Volkswagen AG, headquartered in Wolfsburg, Germany. VWoA's operations
in the United States include research and development, parts and
vehicle processing, parts distribution centers, sales, marketing and
service offices, financial service centers, and its state-of-the-art
manufacturing facility in Chattanooga, Tennessee. The Volkswagen
Group is one of the world's largest producers of passenger cars and
Europe's largest automaker. VWoA sells the Beetle, Eos, Golf, Golf R,
GTI, Jetta, Jetta SportWagen, Passat, CC, Tiguan, Touareg and Routan
vehicles through approximately 600 independent U.S. dealers. Visit
Volkswagen of America online at or to learn
About Discovery Communications 
 Discovery Communications (NASDAQ:
DISCA) (NASDAQ: DISCB) (NASDAQ: DISCK) is the world's #1 nonfiction
media company reaching more than two billion cumulative subscribers
in 223 countries and territories. Discovery is dedicated to
satisfying curiosity through 162 worldwide television networks, led
by Discovery Channel, TLC, Animal Planet, Science and Investigation
Discovery, as well as U.S. joint venture networks OWN: Oprah Winfrey
Network, The Hub and 3net, the first 24-hour 3D network. Across the
Nordic region, Discovery owns and operates SBS Discovery Media, a
top-three portfolio of 20 television brands that feature leading
nonfiction content, as well as locally produced entertainment
programs, sports and the best scripted series and movies from major
studios. Discovery also is the leading provider of educational
products and services to schools, including an award-winning series
of digital textbooks, and owns and operates a diversified portfolio
of digital media services, including Revision3. For more information,
please visit 
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