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.