The newest marketing play by Asics America Corp. has blurred the line between advertising and live television programming.
The Irvine-based apparel company has partnered with the New York outpost of global sports agency Lagardère Unlimited US to launch the “world’s first in-event, real-time television commercial.”
The 15-second video clip was broadcast on Universal Sports Network during the ITU World Triathlon Series in Chicago in June. It contained real-time footage of U.S. Olympian Gwen Jorgensen as she was getting ready to participate in the triathlon; Asics branding; live tweets supporting her efforts; and other event coverage.
“We think this is an authentic way to elevate the experience of our fans and make them feel connected to Gwen in those final moments of preparation before the event,” Shannon Scott, Asics’ director of marketing communications, said in a statement. “What excited us about this concept was the ability to build a brand story, involve our fans in the process, while still maintaining enough control to ensure it was uniquely on-brand to Asics.”
“Every second counts” with real-time marketing, said Al Silvestri, Lagardère senior vice president of marketing and new media, and “decisions need to be made on the fly.”
His agency has created “an automated process to pull, package, and push content to all platforms in a matter of minutes,” Silvestri said, which “provides brands with incredible creative possibilities and control.”
Johnny Rockets’ First CMO
Joel Bulger is starting his new role as Johnny Rockets Group Inc.’s first chief marketing officer. He said he’s “eager to get involved and help the brand continue to thrive in growing markets, and deliver on their guest promise as an escape from modern day stress for all guests.”
Bulger’s resume includes stints in the marketing departments of Church’s Chicken, Coca-Cola Co., Darden Concepts Inc. and Wendy’s International Inc. He’ll oversee Aliso Viejo-based Johnny Rockets’ “field marketing, public relations, guest services, agency management, new menu item launches and social media, both domestically and internationally,” according to a news release.
“We definitely took our time to make sure we had the best person for the job,” John Fuller, the company’s chief executive, said in the release. “With Joel’s bold approach, proven skills and obvious enthusiasm, we look to him to help grow Johnny Rockets, in terms of both sales and unit growth.”
UST for xTV
Imagine having a personalized TV channel that also combines your favorite selections from the Web, such as news, social media feeds and YouTube videos.
xTV’s Enterprise.TV Network promises to do just that. Its format mimics standard TV programing but with a twist—the online content is displayed “just like the tickers and side screens on CNBC or CNN, except they are active and clickable,” according to the company.
The Redwood City-based tech firm recently got $2 million in backing from UST Global Inc. in Aliso Viejo.
“Enterprise Media is a tidal wave of new opportunity, evidenced by xTV’s strong customers and partners such as Microsoft, Intel & AOL,” Tony Velleca, UST’s chief information officer, said in a news release. “We’re looking forward to deploying xTV into many of our significant verticals and allowing xTV customers to tap into our 15,000-strong organizations to deploy any size .TV network.”
The investment will help xTV grow its sales, marketing and engineering teams, expand into Los Angeles, and add two senior appointments.
UST, an information technology company, has some 65 customers and about $650 million in annual revenue.
Bits & Pieces
Mitchell Fait joined digital marketing agency GigaSavvy in Irvine as a partner and director of its new film division, and Rod Foster came on as a partner and director of its newly established photography department. … Newport Beach-based Cake, a marketing technology company owned by Accelerize New Media Inc., opened additional offices in London and New York. The company said its 2013 global revenue rose by 66%. … DryMaster in San Juan Capistrano hired Elliot Light as its first director of sales and marketing. … Newport Beach Television added four shows to its programming schedule: “Active Me,” “Talking the Town,” “The Backstory” and “Dine Newport Beach.”
