Fountain Valley-based Hyundai Motor America Inc. renewed its sponsorship of USA Network’s “Burn Notice” and expanded its relationship with the cable show about a burned spy.
The automaker, part of South Korea’s Hyundai Kia Automotive Group, will remain the cable show’s official automotive backer through next season.
Hyundai increased its marketing ties with the show, adding behind-the-scenes vignettes to be played between commercials.
“Burn Notice” features spy Michael Westen, played by Jeffrey Donovan, attempting to clear his name in Miami. The show was cable’s No. 1 scripted series of the summer, according to New York-based Nielsen Co.
Hyundai joined the series a year ago, running heavy TV spots and providing vehicles for production. The automaker expanded its presence earlier this season to include a regular appearance of the Hyundai Genesis Coupe as the vehicle of choice for demolitions expert Fiona, played by Gabrielle Anwar.
The vehicle’s features, performance and handling have been become vital to plot points where characters often are involved in high-speed chases.
Hyundai served as the exclusive presenting sponsor at this month’s “Burn Notice” season premiere. It’s also launching an online interactive game where users will be able to steer Fiona’s Hyundai Genesis Coupe through the streets of Miami for points and a chance to win a one of the cars.
Hyundai’s vignettes are part of USA’s “Character Builder” custom spot series. The spots offer viewers a behind-the-scenes peek at how “Burn Notice” stunt coordinator Artie Malesci prepares the show’s chase scenes.
Irvine Co. Alums Join Forces
A trio of former Irvine Company communications executives have teamed up to strike out on their own.
Former senior vice president of corporate communications Kathleen Freed, former vice president of media relations John Christensen and former director of media relations Bill Rams started Cornerstone Communications, a boutique strategic communications firm in Irvine.
Freed spent nearly 20 years working in the public and private sectors, including 10 years with Orange County Supervisor Roger Stanton and nine years with Newport Beach-based Irvine Co.
Christensen spent a decade working in public relations for the Portland Trail Blazers of the National Basketball Association before moving to Irvine Co.
Christensen stepped down earlier this year and was replaced by Smooch Repovich Reynolds as senior vice president of corporate communications at the real estate developer.
Rams initially struck out on his own in 2009 to start Irvine-based Rams Communications before reteaming with Christensen and Freed.
“It’s great because I’ve been working with them all along to bounce ideas off of or just get a better perspective on how to help my clients,” Rams said.
Cornerstone clients include Irvine Co.’s Irvine Company Community Development, Irvine-based Shea Properties and JSerra Catholic High School in San Juan Capistrano, among others.
The firm also has been doing some project work for Orange County United Way in Irvine.
“We’re off to an exciting start, planning and executing traditional, new media and crisis communications strategies for a diverse array of clients,” Rams said.
Vertical Lands Casino
Tustin-based Vertical Marketing Networks will be betting with the house on its newest account.
The advertising agency landed work with Commerce Casino, the blackjack and poker room south of downtown Los Angeles.
The shop will be increasing the casino’s digital advertising and social media strategy to target existing and potential gamblers.
The win comes on the heels of work with San Diego-based WD-40 Co. and Allentown, Pa.-based yogurt maker Dannon Co.
Orange Label, Brand Affinity
Newport Beach-based Orange Label Art + Advertising has launched an online ad- vertising campaign for Irvine-based Brand Affinity Technologies Inc.’s newest soft- ware for tracking celebrities and athletes online.
Brand Affinity, an advertising startup that looks to hook up celebrities and athletes with online advertisers, started pushing the software—dubbed netBat—in August.
The software is designed for newspaper and other media sites and brings up icons around a photo, allowing users to click images of a celebrity to get more information.
Orange Label created three campaigns designed to build awareness for netBat through creative “how-to” messaging that will be embedded in the software window.
The shop also came up with the logo and marketing collateral for netBat.
