Karma Automotive LLC in Irvine marked last month’s solar eclipse with a multicity video shoot.
“We felt it was essential to capture this rare phenomenon,” Chief Revenue Officer Jim Taylor said in a statement. “It was an opportunity for us to both document the total solar eclipse and produce our own unique content to celebrate the company’s ethos to lean on natural elements in what we do.”
The video showcases the Revero sports car in several spots where the sun was completely blocked by the moon on Aug. 21. The automaker’s in-house marketing team worked on the project. Mitsubishi Motors North America Inc. in Cypress also marked the occasion by livestreaming the solar eclipse as it first occurred in the U.S., its 2018 Eclipse Cross CUV also in the viewfinder. The automaker brought social influencers from 10 countries to just outside of Salem, Ore., to share the experience with their followers.
“It was an unprecedented marketing opportunity that we just couldn’t let pass us by,” Senior Director of Marketing Francine Harsini said in a statement.
Dairy Dreams
The California Milk Processor Board partnered with Mexico-based Grupo Chespirito to host the one-year anniversary celebration of El Chavo del Ocho Day in Los Angeles on Sept. 8.
El Chavo, a character in a popular TV show in Mexico, is known as “a courageous kid in and out of trouble who entertained generations of fans across Latin America,” according to the San Clemente-based agency, which promotes consumption of milk.
“El Chavo reminds us all to put our adult worries and responsibilities on hold every now and then and to reconnect with our inner child,” said Executive Director Steve James. “The endearing values that El Chavo embodies of love, celebration and relationships are good reminders of the daily connections that connect us to our culture and sustain our lives. And there’s no better time to reconnect with those that matter than with a snack and glass of milk in the afternoon.”
El Chavo enthusiasts can also interact with characters from the show and play online games at www.tuinnerchavo.com.
Collegiate Gridiron
Hyundai Motor America Inc.’s upcoming college football marketing plans will include game-day experiences, a seven-episode video series, and print, radio, in-stadium and digital advertising with 11 college football programs, according to the Fountain Valley-based automaker.
“This year our focus is on making the game-day experience better in a meaningful way for the fans at our eleven partner schools, which are some of the most storied programs in college football history,” Chief Marketing Officer Dean Evans said in a statement. “Over the first six years of the program, Hyundai has interacted with more than seven million fans at its school activations, and with the new Fan Base concept and content partnership with The Players’ Tribune, we have high expectations for the season.”
Fan Base will include a “Pack the Back challenge,” where fans will try to fit 3-D puzzle pieces into the trunk of a Tucson; a football toss contest; trivia; face painting; and various giveaways. Star players will stop by for photo opportunities and autographs.
The Players’ Tribune will be part of the college marketing effort. The video series will document seven players as they “visit the places they loved most, meet the people who had the biggest impact on them and see how those places have changed for the better.”
Hyundai will continue as the title sponsor of the second-oldest college football bowl game in the country, the Hyundai Sun Bowl in El Paso, Texas.
The automaker also recently bolstered its media communications team, adding Hyundai veteran Brandon Ramirez as senior group manager of product communications. He will be responsible for auto show strategy, vehicle launches, and ongoing content creation for vehicles. Michele Tinson recently joined the team as manager of Midwest product public relations.
