MediaCom USA won the content marketing category at this year's Creative Media Award for an innovative campaign that had the Volkswagen Beetle swimming with the sharks.
MediaCom and Discovery Communications took home the award for partnering VW with Discovery for the 25th anniversary of its annual Shark Week programming. The content-driven campaign centred on the design and construction of a shark observation cage from the frame of the VW Beetle that was actually driven on the bottom of the ocean.
The three-part content series included the design, building and driving of the Beetle shark cage. The campaign generated substantial PR coverage, including in The New York Times and AdWeek.
The Creative Media Awards are hosted by Media Magazine and honour creativity in the media industry. MediaCom managing partner David Fasola was on-hand at the ceremony in New York to accept the award.