The VW Beetle
had a reputation as a “chick car.” The new model, however, was chic, slick, fast and masculine. In order to market this new model to men, VW partnered with Shark Week to show off the
goods. They created a fully operational underwater “Shark Observation Cage” – that is, an underwater Beetle that literally swam with the sharks. In a three part series that aired
during Shark Week, viewers saw the Beetle driving on the ocean floor with the sharks. Over that time, VW had a 100 percent share of voice on the Shark Week landing page and ownership of its second
screen experience.