Volkswagen of America, Inc. in its fourth year as a sponsor of Discovery’s Channel’s SHARK WEEK, is collaborating with the network to debut Sharks ReScored as part of the Golf SportWagen launch. The all-new Golf SportWagen is changing the way wagons are perceived and the collaboration aims to use music as a way to explore sharks, providing insight into how they are a vital part of the ocean’s ecosystem.
“Volkswagen is thrilled to continue working with Discovery Channel and SHARK WEEK. Year after year, our partnership with SHARK WEEK grows stronger, and this year gives us an unprecedented opportunity to introduce millions of consumers to Volkswagen and the all-new Golf SportWagen” said Vinay Shahani, Vice President of Marketing, Volkswagen of America, Inc.
Conceptualized by Volkswagen’s agency of record Deutsch LA, and produced by Discovery Channel, the Sharks ReScored campaign is an innovative, online experience at SharksRescored.com that includes: a trailer of a mini documentary; the “SportWagen or Shark?” game that has fans decide if “SportWagen” or “Shark” is the answer; and interactive score footage that uses eye-tracking technology to show how music influences their perception of sharks. At the end of the interactive experience, fans will be able to view the full three-minute mini documentary about the making of the music that will also air on Discovery Channel during SHARK WEEK.
Additionally, at the Sharks ReScored site, fans can also learn more about what Volkswagen is doing to help sharks conservation efforts and their donation to the conservation, protection and education of sharks.
“Discovery Channel and Volkswagen share a great relationship and we are excited to have them back as presenting sponsor of SHARK WEEK for the fourth year in a row” said Ben Price, executive vice president, ad sales, Discovery Communications. “As TV’s must-see summer event, SHARK WEEK has a loyal audience which we are proud to engage in this unique sponsorship with Volkswagen connecting them with our passionate fans bringing awareness to VW’s innovation and originality.”
SHARK WEEK, television’s longest running and most anticipated summer event returns to Discovery Channel on Sunday, July 5 with the most hours of shark programming in its 28-year history. Sharks ReScored is authentic, original, documentary produced by Discovery. Audiences can watch an extended cut of the documentary at Sharksrescored.com .