Vizio Inc. partnered with Paramount Pictures Corp. to mark the July 22 theatrical release of “Star Trek Beyond.”
The Irvine-based manufacturer of smart TVs and related sound systems sponsored the world premiere of the film in San Diego, which attracted about 3,500 movie fans. Vizio, in return, has loaded “Star Trek” content onto its SmartCast app, which is used to control its TVs in place of a remote. App users can see the movie’s trailer and full versions of the “Star Trek” and “Star Trek Into Darkness” movies.
“We’re thrilled to celebrate the theatrical premiere of ‘Star Trek Beyond’ and give fans more ways than ever to dive into the ‘Star Trek’ universe,” Vice President of Product Marketing Lily Knowles said in a statement. “We’re now able to bring experiences, once only possible in the theater, into the home. Our latest Vizio SmartCast P- and M-Series Home Theater Displays offer Ultra HD High Dynamic Range with Dolby Vision picture quality. This combination of technologies transforms the entertainment experience with dramatic imaging, incredible brightness, contrast and color that will bring the universe of ‘Star Trek Beyond’ to life like never before.”
Vizio also released several 30-second TV ads promoting the app, featuring the slogan “Rule your content” and created by El Segundo-based David & Goliath, the brand’s agency of record. Vizio is owned by William Wang, No. 18 on the Business Journal’s annual OC’s Wealthiest list with an estimated net worth of $1.1 billion (see inside pullout section with profiles, related stories page 1).
Run On
ASICS America Corp. in Irvine is working with New York-based Foot Locker Inc. and MOFILM in Culver City on the second installation of its “Real Lives. Real Runners.” campaign.
The brand is inviting filmmakers to “identify authentic runners and document their stories in a short film on why they run and how running impacts their lives.” Five finalists will see their 60-second spots on Foot Locker’s YouTube page and other social media channels. The winning entry will air during the national broadcast of the 2016 TCS New York City Marathon in November.
“Storytelling creates such a powerful human connection, and we look forward to another year of authentic and compelling films that will touch and inspire all of us,” Roeya Vaughan, vice president of marketing for ASICS, said in a statement.
This will be ASICS’ last year as the sponsor of the marathon in New York. The division of Japan-based ASICS Corp. was outbid by New Balance in Boston for a 10-year deal.
Pocky PR
Ezaki Glico USA in Irvine, which markets the Pocky snack for parent Ezaki Glico Co. in Japan, hired S&L PR to generate “brand awareness and excitement in the U.S. consumer market.”
The Los Angeles-based public relations agency plans to work closely with its owner, Santy, in Scottsdale, Ariz., which also is Ezaki’s advertising agency. It will assist with expanding Pocky’s “niche audience into a more mainstream following” via “engaging media campaigns” and “experiential opportunities.” S&L’s PR director, Karen Schneider, will head up the public relations team for the brand, according to the company.
The assignment follows Ezaki’s expansion of Pocky’s distribution from Asian-themed supermarkets and food aisles to candy displays at popular retailers, such as Target, Costco and WalMart.
It also recently staged The Pocky Share Happiness Tour to mark Pocky’s 50th anniversary—a Pocky-themed food truck stopped by select locations in Los Angeles and Chicago in May and June, giving away thousands of snack boxes to fans who found the spots via its Twitter feed.
Ezaki’s parent company has a market value of about $4 billion. It had about $3.2 billion in sales in its fiscal 2016, which ended in March.
Segerstrom Recognized
Assemblyman Tom Daly named Sandy Segerstrom Daniels “2016 Woman of the Year,” an award “given to an outstanding woman making a significant and meaningful contribution to her community and across the state.”
Segerstrom Daniels is co-managing partner of South Coast Plaza in Costa Mesa and founder and executive director of the Festival of Children Foundation.
“The people of Orange County have benefited tremendously from her accomplishments as a business person and as a leader in the nonprofit sector,” Daly said in a statement. “Her dedication, passion and commitment have transformed the lives of children, not only locally, but across the nation.”
