• by Fern Siegel , August 12, 2013

MediaCom has reteamed with Discovery Channel and agency partners Deutsch LA and Edelman to transform the VW's Beetle Convertible into an underwater shark cage. This year, the agency upped the stakes for Shark Week.

Adam Pincus, head of MediaCom's branded content unit, MediaCom Beyond Advertising, stated: "We not only turned the car into a convertible, but we equipped it with ailerons and more thrusters, meaning it can actually fly through the water."

Volkswagen is also Shark Week's presenting sponsor.

Deutsch LA and Discovery collaborated to develop a Subaquatic Road Trip along a known Shark Super Highway using the tricked-out Beetle Convertible cage. With both social and digital components, viewers can enjoy an interactive experience that gives viewers 360-degree views of the action.

Volkswagen of America's GM of marketing communications, Justin Osborne, said the company is always searching for "creative ways to extend our brand beyond traditional channels like TV." Shark Week gives the automaker an opportunity to reach audiences cross-platform.

To watch the Beetle Convertible shark cage in action, viewers can tune in to Discovery Channel, visit sharkweek.com/vw and follow along on Twitter using the hashtag #VWSharkWeek.

The VW Beetle campaign won two Cannes Media Lions Awards and a Creative Media Award, the campaign has also been recognized by the One Show Entertainment Awards, Festival of Media Awards and the M&M Global Awards.