Irvine-based Fisker Automotive Inc. is testing the waters for its luxury hybrid car before launching a full-blown marketing blitz later this year.
The automaker started a website for its “Pure Driving Passion” campaign to start creating buzz about its Karma car, due out at the end of the year.
“The website is a precursor to some very exciting things we have planned for the year,” said Russell Datz, a Fisker spokesman.
Fisker is developing the luxury sedan that runs off a combination gas and battery engine, which was created with Irvine-based Quantum Fuel Systems Technologies Worldwide Inc.
The company is expected to start delivering pre-orders in November and start selling the sedan at dealers in 2011.
The automaker isn’t pulling any punches in its effort to position itself as a green luxury alterative to Toyota Motor Corp.’s Lexus and Daimler AG’s Mercedes-Benz hybrids.
Fisker hired acclaimed photographer Miles Aldridge to photograph the Karma for the website.
It also hired Academy Award-nominated cinematographer Wally Pfister to film a live action short called “Melting Ice” that will be featured on the website.
It’s just the start, according to the automaker.
“We have several exciting things coming down the pipeline,” Datz said.
The website and upcoming campaigns are being handled by Carlsbad-based Lambesis Inc. Fisker hired the boutique ad shop in May to help with the campaign launch and the automaker’s brand identity.
The website lays the groundwork for the planned social media campaign later in the year.
The automaker is set to launch Fisker.me, an exclusive social hub where Fisker owners will be able to network with fellow owners, in the coming months.
Fisker has done little in the way of advertising outside auto shows and the occasional print ads in high-end automotive magazines.
The automaker launched an early TV commercial during the 2008 Academy Awards red carpet coverage after an inexpensive spot opened up on the exclusive program.
Hyundai Uncensored
Fountain Valley-based Hyundai Motor America Inc. is boosting its social media efforts and focusing on real customer comments in its latest campaign.
The “uncensored” campaign will feature unscripted commentary from people who saw the Hyundai vehicles at mall tours and then got to test drive them for a month.
The selected customers will end up talking about vehicles like the Sonata sedan, the Santa Fe sports utility vehicle, the Accent compact and others vehicles on Hyundai’s Facebook page as well as in TV spots.
The six TV spots will air on cable and network television. Outtakes will be posted on Hyundai’s YouTube Channel.
In addition to TV spots, the automaker will have digital ads, radio spots, social media outreach and point of sale components as part of the marketing push.
The campaign launched this month and is expected to run through the summer. It’s being managed by Huntington Beach-based Innocean Worldwide Americas.
In addition to those picked to participate in the campaign, the automaker is letting 125 people who don’t own a Hyundai drive a 2011 Sonata for a month. Hyundai will be posting their unedited comments on its Facebook page.
Users who test drive a Hyundai vehicle will be able post video directly to their Facebook pages from video booths at the venues.
Toshiba’s Best Friends
The Irvine office of New York-based Wunderman has launched a new series of ads for Irvine-based laptop maker Toshiba America Information Systems Inc.
The digital ad shop, part of Britain’s WPP PLC, launched TV and cinema spots featuring a dog and a monkey who are separated by a long distance but able to be close thanks to a Toshiba laptop.
The TV spot is part of a continued shift for Toshiba, part of Tokyo-based Toshiba Corp., which up until last year had not advertised beyond print and digital campaigns.
“We’re seeing a lot of momentum,” said Ron Smith, vice president of marketing at Toshiba’s digital products division. “We decided it was time to get a bigger brand message out.”
Bits and Pieces
Irvine-based Morgan Marketing & Public Relations LLC has been hired by Irvine-based Tastee-Freez LLC to create and execute marketing campaigns for the company’s 60th anniversary. Tastee-Freez was acquired by Irvine-based Galardi Group Inc. in 2003. Galardi also owns and operates hot dog chain Wienerschnitzel, which Morgan Marketing also represents. The public relations shop also picked up Laguna Beach-based Sapphire Laguna as well as its gourmet shop, Sapphire Pantry, and Sapphire at School as a client… Laguna Beach-based mixed martial arts clothing maker Form Athletics LLC has added mixed martial arts fighter Joseph Benavidez as a spokesman.
