VOLKSWAGEN AND DISCOVERY CHANNEL LAUNCH “SHARKS RESCORED” CAMPAIGN FOR SHARK WEEK
Jul 2, 2015
Microsite, mini documentary and original music composition will highlight how music can be used to change perceptions of sharks
Herndon, VA (July 2, 2015) — 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 .
About Volkswagen of America, Inc.
Founded in 1955, Volkswagen of America, Inc. (VWoA), an operating unit of Volkswagen Group of America, Inc., 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, Beetle Convertible, CC, Eos, e-Golf, Golf, Golf GTI, Golf R, Golf SportWagen, Jetta, Passat, Tiguan, and Touareg vehicles through approximately 652 independent U.S. dealers.
This press release and images of the 2015 Golf Sportwagen are available at media.vw.com. Follow us @VWNews
About Discovery Channel
Discovery Channel is dedicated to creating the highest quality non-fiction content that informs and entertains its consumers about the world in all its wonder, diversity and amazement. The network, which is distributed to 100.8 million U.S. homes, can be seen in 224 countries and territories, offering a signature mix of compelling, high-end production values and vivid cinematography across genres including, science and technology, exploration, adventure, history and in-depth, behind-the-scenes glimpses at the people, places and organizations that shape and share our world. For more information, please visit