Apparel manufacturer Quiksilver Inc. in Huntington Beach has launched a one-minute video, “Loving Lost in Venice.” It is set to the tunes of “Someday” by The Growlers of Costa Mesa and shows two Roxy models exploring Venice Beach attractions, clad in the brand’s new collection for women.
The video’s hashtag, #lovinglost, is part of Roxy’s marketing push, Season of Freedom, which follows its team riders to Bali, Santa Barbara and other locations throughout the summer.
The commercial was created by Quiksilver’s in-house marketing team and promoted on Roxy’s blog and social media channels.
Kia’s Playlist
A revving engine won’t be the only sound associated with Kia Motors America’s new Sedona minivan. Now there’s a signature melody, too—“The Rise of Surprise.”
The automaker, whose North American operations are based in Irvine, announced its “sensory branding initiative” that is aimed at “enhancing customer interaction with the brand.”
It consists of several versions of “The Rise of Surprise” melody, which drivers will be able to hear while operating their vehicles.
“At Kia Motors we have been putting a tremendous effort into creating sonic branding with a unified signature sound that delivers Kia’s distinctive brand identity to our customers,” Ike Kwon, director of Kia’s global brand strategy group, said in a statement.
Modified versions of the signature sound will also be woven into TV commercials, customer service calls, mobile applications and more, according to Kia.
Volcom’s New Doc
Costa Mesa-based Volcom Inc. plans to release a documentary titled “Veeco” on Aug. 26 about its 23-year filmmaking legacy.
The film is directed by Jamie Heinrich and features behind-the-scenes footage and interviews with editors and camera crews, recalling their adventures while working on titles such as “True to This,” “The Bruce Movie,” and “Stoney Baloney,” among others.
Too Hot Tamales
The California Avocado Commission in Irvine has once again partnered with chefs Mary Sue Milliken and Susan Feniger, also known as the Too Hot Tamales, to promote sales of this summer’s crop of avocados.
Milliken and Feniger have both competed on Bravo’s “Top Chef Masters” and own the Border Grill restaurants in Santa Monica, downtown Los Angeles and Las Vegas.
“California avocados are great as a cool creamy sauce with spicy barbeque, and they add great texture to salads, sandwiches and pasta dishes,” Milliken said in a statement. “We’ve created some delicious new recipes that showcase how versatile this fruit can be.”
The partnership and recipes were promoted on the commission’s social media outlets, as well as its new blog.
Santa Ana-based DGWB Advertising & Communications is its advertising agency of record.
Futbol Tweets
Germany took home the gold trophy from this year’s FIFA World Cup, but Fountain Valley-based Hyundai Motor America Inc. is the tournament’s social media winner.
The automaker’s #BecauseFutbol hashtag generated more than 17 million impressions on Twitter from June 1 to July 7 in the United States. Some 9.9% of those impressions translated into likes, retweets, follows and clicks—Twitter’s average engagement rate for an auto brand is 1% to 2%.
The hashtag also thrived on a Tumblr platform, BecauseFutbol.com, which attracted 28,613 followers, 17.7 million impressions and 465,444 engagements.
“In just a matter of weeks, the response to #BecauseFutbol has been amazing, outranking other branded hashtags from leading FIFA advertisers,” Steve Shannon, vice president of marketing, said in a news release. “… It’s exciting to see a simple phrase transform into a trend that relates to fans and fits naturally with the phenomenon of fan passion.”
Hyundai’s agency of record, Huntington Beach-based InnoceanUSA, conceived the hashtag and managed all of the company’s advertising for the World Cup. The agency also created more than 150 original pieces of related branded content.
