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From the 6th Annual Shorty Awards

2013 Shark Week Partnership

Entered in Auto


The Volkswagen Beetle is one of the world’s most beloved cars. But despite the car’s iconic status, it’s mostly women who buy it. Volkswagen had a huge untapped market: men. And it needed to prove that the Beetle has some serious teeth. That’s why we introduced the Beetle to men’s most hallowed holiday: Shark Week. Partnering with Discovery’s marine biologists, we built a Beetle-inspired shark cage cruiser. Then we sent the open-top cruiser on a subaquatic road trip along a shark super highway from Miami to Grand Bahamas Island. Video of the harrowing journey aired as a three-part series during Shark Week. Fans could also experience the drive for themselves online. Using Street View technology, we mapped the underwater route in 360 degrees, allowing users to drive the Beetle cruiser while sharks circled overhead. And guys ate it up, spending an average 8:13 on the site.The first ever interactive, open-top road trip through shark-infested waters.

Strategy and Execution


Entrant Company / Organization Name

Deutsch LA


Entry Credits