Mazda North American Operations—South by Southwest’s official automobile sponsor—returned to the nine-day conference and festival with its own venue in tow.
Mazda Studio at Empire features Mazda designers and brand experts who are leading “guests on a journey from the foundation of why Mazda exists, to the evolution of where Mazda seeks to position themselves as a brand in the future,” the automaker said. The venue, in partnership with the Spin, Vibe and Stereogum websites, is also hosting performances by “SXSW’s brightest emerging and established artists” from March 13 to 17.
“As we celebrate our third year at SXSW, we’ve developed a collaborative space for those who wish to wander and discover, those who seek to understand why it’s important to not just drive a car, but to have a passionate driving experience,” Mazda Vice President of Marketing Russell Wager said in a statement. “Through our previous work with SXSW, we’ve found that attendees of the festival share common passions with our brand, and what better way for us to connect with those people than in a place where they are already seeking new creative outlets and forms of expression?”
The experiential marketing effort coincides with the launch of a new series of “Driving Matters” advertising spots “meant to connect the passion of Mazda’s Takumi craftsmen and the energy they put into design, with the joy owners get out of driving their Mazda vehicles.”
A 30-second “Oneness” spot featuring Masanori Minamisawa, who led the exterior design team for the MX-5 Miata RF, is airing on ABC and NBC, cable and sports stations and on digital media platforms through March 26.
Eyes Have it
Allergan PLC’s new “Eyepowerment” campaign urges about 33 million Americans suffering from symptoms of chronic dry eye to talk to their doctors.
“Research shows emotions are read in one another’s eyes, but redness, itching and watering eyes … may unintentionally send the wrong message,” according to the Dublin, Ireland-based drugmaker, which has its operations base in Parsippany, N.J., and maintains an eye care and aesthetics hub in Irvine.
The campaign, created by Allergan ad agency of record FCB Chicago, includes digital, social, television, print and public relations components. TV commercials began airing this month, and print ads are on tap for this summer. Allergan also partnered with celebrity influencers to engage consumers on Twitter during the Academy Awards on Feb. 26—fans were encouraged to share photos of their eyes “to show that eyes are more powerful than any red carpet dress.”
“As a global leader in eye care, we are always working toward raising awareness for and renewing the conversation around the issue of chronic dry eye since it affects millions of people,” Herm Cukier, senior vice president for eye care, said in a statement. “The campaign taps into consumers’ emotions, hopefully inspiring more people to find Eyepowerment.”
Allergan, which spent about $352 million on direct-to-consumer marketing last year, also works with in-house ad agency Pacific Communications in Irvine.
Warhol Surf
Billabong International Ltd. collaborated with the New York-based Andy Warhol Foundation for the Visual Arts on its new apparel line, Warhol Surf.
The collection features a range of boardshorts, swimwear, tops, T-shirts and accessories. It showcases “Andy Warhol’s little-known fascination with surf culture and is rooted in a mutual desire to challenge convention,” the Irvine-based surf apparel manufacturer said.
“Andy’s dedication to progressing art and his love for the surf culture became a powerful connection to our brand and inspired us to create this collection,” Billabong Global Brand President Shannan North said in a statement. “To see Warhol’s iconic art come to life on our silhouettes is an important and celebrated moment in our brand history.”
Bits & Pieces
Ymarketing in Newport Beach hired Debrianna Obara as vice president of media and Jason Maloney as managing director. Obara previously oversaw traditional and digital media planning operations for Rauxa in Costa Mesa.
