DC Shoes’ video “Pipe Dream,” featuring Robbie “Maddo” Maddison surfing the waves of Tahiti on a modified dirt bike, has amassed more than 16.5 million views on the brand’s YouTube channel since it was posted two weeks ago.
For perspective, Snickers’ “The Brady Bunch,” one of the top 10 2015 Super Bowl commercials, has been viewed 14.6 million times since February; BMW’s “Newfangled Idea” game ad got 18.2 million views, and Budweiser USA’s “Best Buds” was at 29.5 million.
Fans’ all-time favorite YouTube ads include Turkish Airlines’ “Kobe vs. Messi: The Selfie Shootout,” which has picked up 142 million clicks since December 2013; and Volkswagen’s “The Force” commercial, which was released in 2011 and has gotten 62 million views.
DC Shoes, a division of Huntington Beach-based Quiksilver Inc., likely spent little or nothing on media placements but got noticed by CNN, Rolling Stone Magazine, ESPN, The Verge, Fox Sports, The Guardian, USA Today, Business Insider, ABC News, People, Time, and Sports Illustrated, among others.
“This was easily one of the most ambitious projects we’ve ever attempted to produce,” Jeff Taylor, DC Shoes’ global brand leader said in a statement. “Robbie is equally as visionary as he is talented on a dirt bike and we’re happy to have enabled him to truly defy convention.”
The video release coincided with the launch of the signature “Maddo” shoe, featuring an M logo on the tongue and a DC logo on the side panel. It remains to be seen if the millions of views will translate into purchases.
Asics Games
Irvine-based Asics America Corp. returns this week as the title sponsor of the final volleyball qualifying event in the U.S. before the 2016 Rio Olympic Games.
The ASICS World Series of Beach Volleyball is planned for Aug. 18 to 23 in Long Beach. The footwear and apparel company, part of Japan-based Asics Corp., will host 137 teams from 34 countries.
“Asics has a rich history in volleyball, having provided support to athletes and events at all levels of the sport for years,” the company’s chief executive, Kevin Wulff, said in a news release. “As a Southern California-based brand, we really love the fun beach lifestyle element the team has brought to this elite competition. It’s a one-of-a-kind event for spectators, and one that will feature added drama this year, as the top athletes compete to earn their spot in Rio next year.”
NBC, NBCSN and Universal Sports Network will broadcast the event. More than 50,000 people attended last year, a 42% increase over the inaugural competition in 2013.
Naming Rights, Anyone?
Tustin-based Anton Communications is looking for a naming sponsor for the Ladera Sports Center in Ladera Ranch, a venue that’s scheduled to open next summer.
Plans for the $35 million solar-powered youth and adult sports facility call for a 60,000-square-foot gymnasium with eight full-sized basketball and volleyball courts, student study rooms, and a 3,380-square-foot strength and conditioning space.
Sponsorship opportunities include naming rights, court branding, gymnasium signage, tournaments, special events, and online promotions, according to Anton Communications, which also will handle public relations for the facility.
Bits & Pieces
Toshiba America Business Solutions Inc. in Irvine won a Gold Stevie Award for its redesigned website. The effort was spearheaded by Toshiba’s agency of record, Amusement Park Brands in Santa Ana. The company’s Internet traffic has increased by 5% since, according to Toshiba. Stevie Awards, which recognize outstanding performances in workplaces around the world, receive more than 10,000 entries each year from organizations in more than 60 countries. … Innocean USA in Huntington Beach parted ways with its executive creative director, Greg Braun, and is searching for his successor. … Barbara Caruso launched a boutique public relations and communications firm, C-Squared PR Inc. in Huntington Beach. … California State University-Fullerton Director of Media Relations Christopher Bugbee resigned from his post on Aug. 4.
