Realty ONE Group launched a series of video ads on Times Square digital billboards last month in New York to get noticed by industry professionals attending the Inman Connect conference at a nearby hotel.
The Irvine-based real estate franchiser worked with in-house agency Cube8 to develop five 15-second videos meant to bring “high-level attention to the brand’s ‘coolture’ and untraditional business model.” The campaign’s media buy included 20,000 plays.
“No real estate company has ever booked multiple screens at this exclusive location, and we are thrilled to be the first,” Realty ONE founder and Chief Executive Kuba Jewgieniew said in a statement. “The content features real people, which is a critical objective for us—to connect with everyday real estate professionals and help them evolve into the rock stars of the industry.”
Realty ONE, founded in 2005, has more than 110 locations and 10,000 real estate professionals, who generated about $21 billion in sales last year.
Irvine-based real estate brokerage network Berkshire Hathaway HomeServices was a sponsor of the Inman Connect conference.
Visit Videos
Visit Anaheim developed six culinary-themed videos that highlight “inventive dishes, authentic flavors and international eats from all corners of the destination” and “designed to spoon-feed the area’s unexpected culinary scene to travelers.”
The nonprofit destination marketing organization worked on the campaign with content developer Foodbeast in Santa Ana.
The first video spotlights Anaheim’s only rooftop bar, The Fifth, “for an inventive adult dessert featuring tequila and lime Drunken Donuts.” New segments will launch every Thursday through March 1 featuring Center Street Cheese Shop, Glee Donuts & Burgers, La Michoacana Ice Cream Shop and Fire & Ice.
“The pièce de résistance of the series will be a culinary neighborhood spotlight on Little Saigon, where five mom-and-pop restaurants will be introduced,” according to Visit Anaheim.
The nonprofit and Foodbeast also collaborated in 2016, producing 18 videos that focused on “Anaheim’s unexpected food and beer scene.” The campaign generated more than 30 million digital impressions and won eight marketing and travel industry awards, according to Visit Anaheim.
One of a Kind
Car shows are the preferred venue for auto manufacturers to present what’s new in their lineups, but not Karma Automotive.
Its Revero appeared at an art show last month in Los Angeles, serving as a $130,000 canvas for James Verbicky. The Laguna Beach-based artist “used hand-painting and stencil techniques to apply meticulous layers of color and follow the sensuous lines of the car’s body” in order to “accentuate and emphasize the soul of the Karma Revero,” the Irvine-based automaker said.
“James Verbicky has done a masterful job of transforming a Revero into a rolling work of art,” Chief Revenue Officer Jim Taylor said in a statement. “He has pulled imagery that reflects his unique perspective on the world, along with the individual freedom each Karma owner feels when they get behind the wheel of this incredible machine.”
The luxury plug-in hybrid electric vehicle was also named Green Car Journal’s 2018 Luxury Green Car of the Year at the Washington Auto Show last month. Revero beat the BMW 530e, Cadillac CT6 Plug-In, Lexus LS 500H and Porsche Panamera 4 E-Hybrid.
Bits & Pieces
T-Mobile and Mondelēz International Inc.’s Sour Patch Kids candy signed on as sponsors of Overwatch League, the Irvine-based Blizzard Entertainment Inc.’s professional esports league that features the team-based shooter game, which attracts about 20 million players. … Irvine-based SmartBug Media hired Ken Norquist and Sandra Gallucci Moore as marketing strategists. … Costa Mesa-based MotoAmerica hired Alec Marshall as chief marketing officer, a new position.
