Fullerton-based Yokohama Tire Corp. recently got started on its Home Team Pride baseball-jersey promotion as part of its sponsorship of the Los Angeles Angels of Anaheim through Aug. 15. It is the second year for the promotion, which provides free Angels batting practice jerseys to go with a purchase of four Yokohama tires from participating retailers.
“The Angels are a popular team in a strong market for us, so we anticipate the promotion and sponsorship will create excitement and drive consumer traffic to our dealers,” said Shawn Denlein, Yokohama director of sales for Consumer Products.
The Home Team Pride promotion is a highlight of a yearlong deal that gives Yokohama a combination of signs in centerfield, behind home plate and on the first and third base lines; pregame, post-game and in-game spots on the Angels flagship radio station throughout the season; and in-stadium displays and in-game announcements on the public address system and LED scoreboard.
Yokohama’s other professional sport sponsorships include deals with the Philadelphia Phillies, New York Yankees, Dallas Cowboys, Baltimore Ravens, New England Patriots, and Chicago Bears.
Park Place Rebranding
LBA Realty, an Irvine-based commercial real estate investor and property manager, and TCA Inc.—the new name of Thomas P. Cox Architects Inc., also in Irvine—have both chosen Macy + Associates Inc. of Playa del Rey as their PR agency of record.
Macy was in charge of the rebranding of LBA Realty’s Irvine-based commercial development Park Place, including branding of the office marketing center.
The assignment was unusual for a commercial property, said Chris Egger, account director of Macy + Associates.
“LBA Realty wanted to communicate their vision for the campus to potential office tenants,” Egger said. “This was accomplished by creating an immersion experience for clients, helping them to get a feel of the atmosphere through renderings and graphics.”
Mercedes-Benz Campaign
Newport Beach-based Skiver Advertising has been named the agency of record for Mercedes-Benz of Laguna Niguel and Mercedes-Benz of Foothill Ranch.
The agency signed a two-year agreement with the dealerships, which are estimated to have done about $190 million in auto sales, parts and service last year. Skiver’s campaign features a new series of television spots called Man About Town, which are currently airing in South Orange County.
The agency will handle everything from TV, radio and print advertising to mobile Web, digital display, search marketing, webisodes and interactive media.
Wahoo’s Celebration
Santa Ana-based Wahoo’s Fish Taco celebrated the opening of its second Huntington Beach location with an album release party for the homegrown reggae-surf inspired rock band Dirty Heads. The restaurant used social media to promote the grand opening and party.
Social Strategies
Recent examples of how OC companies are engaging with their customers through social media:
• Irvine-based footwear maker Sanuk USA LLC is promoting a campaign through Facebook for its new Sanukmobile, an RV decked out with Sanuk gear.
The company is offering its customers “15 miles of fame” by requesting them to email headshots for a chance to grace the exterior of the RV, collage style. Sanuk is also using Facebook to promote its Mystery Box Sweepstakes throughout the summer with mystery giveaways announced every Friday.
• Fashion, dining and trends website Greer’s OC launched its first Pin It to Win It contest on Pinterest, asking followers to show through pictures what they love about Orange County. Participants must follow Greer’s OC on Pinterest and re-pin pictures using the hashtag #WeLoveOrangeCounty through July 31. The winning pin will receive a restaurant gift card.
• Irvine-based Taco Bell Corp. had one of its sauces called out by Old Spice via Twitter. “Why is it that ‘fire sauce’ isn’t made with any real fire? Seems like false advertising,” Old Spice tweeted on July 9. Taco Bell fired back with, “Is your deodorant made with really old spices?” The comments drew attention from brand followers as well as national media.