Late-night TV host Conan O’Brien was on a quest to make his IT guru Chris Hayes’ dreams come true with a visit to Taco Bell Corp.’s test kitchen, but he probably did the same for the Irvine-based fast-food chain’s marketing manager, Katie Gardiner.
Conan’s visit, documented in a 10-minute segment that aired on TBS, brought in an estimated $2.6 million worth of print media exposure for Taco Bell, and another $321,739 in national and cable ad value, according to Rebecca Hall, chief executive and president of Idea Hall, a public relations firm in Costa Mesa.
Gardiner escorted the duo as they toured the company’s museum, a “sensory panel” where employees test new products, and the “innovation kitchen.” O’Brien got to create a few items of his own: the Irish “O’Taco” stuffed with cabbage, mashed potatoes and corned beef and topped off with a few droplets of Guinness; a hands-free burrito supported by a metal frame; and an ice cream cone filled with beans, sour cream, guacamole and cheese that he called “La cone-A.”
Golden Mike for Nazar
Costa Mesa-based PBS SoCaL reporter David Nazar received the Golden Mike Award from the Radio & Television News Association of Southern California. Nazar was recognized for best news reporting in Division B for the story about the Los Angeles Unified School District’s 15,000 homeless students.
The segment originally appeared on PBS SoCaL’s news and public affairs program, “SoCaL Insider with Rick Reiff,” and was also broadcast on PBS stations nationally as part of the American Graduate project.
Nazar’s report showcased Nora Perez, a student who lived in the back of a car while attending a high school in Los Angeles.
Code/Media Conference
The Ritz-Carlton in Dana Point will host the inaugural Code/Media conference on Feb. 17 and 18. The $3,000 entry price provides access to a roster of media executives, including Mark Thompson, president and chief executive of the New York Times Co.; Evan Williams, cofounder of Twitter Inc.; Robert Kyncl, global head of YouTube’s content and business operations; Tim Westergren, founder of online music portal Pandora Media Inc.; and Kevin Tsujihara, Warner Bros. Entertainment Inc.’s chairman and chief executive.
The event is put on by San Francisco-based Revere Digital LLC.
Hot Dog Deal
Wienerschnitzel, owned by Irvine-based restaurant operator Galardi Group Inc., is expanding its presence in the motorcycle racing arena.
The hot dog chain has partnered with Toyota Motor Sales U.S.A. Inc. in a cross-promotion that will involve the Torrance-based automaker serving up Wienerschnitzel’s hot dogs at its “Toyota Owners Lounge” at all Monster Energy Supercross races and other Toyota-sponsored events throughout the year. Toyota has also custom-wrapped a 2014 Toyota Tundra featuring the hot dog chain’s mascot, “The Delicious One,” to be used for marketing purposes.
Gold Waves for Surf Shops
The Surf Industry Manufacturers Association in Laguna Niguel plans to honor the 20 “longest-standing surf shops,” or those that have been in business for 50 or more consecutive years.
The inaugural Gold Wave Award, to be given out at the SIMA Image Awards ceremony on Feb. 12, will go to Froghouse in Newport Beach, Harbour Surfboards in Seal Beach, Hobie in Dana Point, Jack’s Surfboards and Katin in Huntington Beach, and 15 other retailers across the country.
“These surf shops are instrumental in building the beach culture we love so much, the foundation of surf lifestyle since the 1950s and 60s,” said Doug Palladini, SIMA president and Cypress-based Vans Inc.’s vice president and general manager for North America.
Bits & Pieces
Irvine-based Juice It Up! is running a “New Inspiration for the New You” marketing campaign promoting its raw juice blends. The campaign, created by Blue C Advertising Inc. in Costa Mesa, includes print and transit advertising and a Facebook giveaway. … The Sports Syndicate, a Newport Beach-based athlete representation agency, hired Bryan Knox as its new vice president of marketing and media. … Mazda North American Operations in Irvine added former U.S. Marine Staff Sgt. Liam Dwyer to its roster of drivers for the 2015 Continental Tire SportsCar Challenge 10-race tournament.
