Anaheim-based Pacific Sunwear of California Inc. released a two-minute video that encourages its customers to find their “Golden State of Mind” and share their experiences on social media.
The video, the “heartbeat” of the brand’s new creative campaign, was put together by PacSun’s in-house marketing team and film director Phillip Lopez. It features youths exploring 20 cities and landmarks across the country as the narrator intones: “No matter who you are or where you’re headed, the Golden State of mind lives in those who search for it.”
“Our ‘Golden State of Mind’ brand identity is about redefining California lifestyle, which is more relevant and multi-faceted than ever,” PacSun’s Chief Executive Gary Schoenfeld said in a news release. “We are capturing the creativity, diversity and optimism that are an integral part of our brand and naturally embedded within California. … From Portland to Miami to Mt. Rushmore to Niagara Falls, customers will see a literal blending of California with their own backyard when they go to their local mall.”
Other components of the campaign include the gsom.com online portal—created by the Juxt digital agency in San Francisco in 2012—where fans can explore cities featured in the campaign video, enter a contest to win a summer trip, or shop for clothes.
Tech Savvy
Flash Point Communications LLC’s yet-to-be-named social media publishing engine is “catching fire” with automakers, according to Scott Empringham, the Costa Mesa-based digital ad agency’s chief executive.
It’s running a “Chance to Be Bad Giveaway” sweepstakes for the Dodge brand via its proprietary technology, which it developed “out of necessity” while working on a similar deal for Ford in March, Empringham said.
The national promotion features a chance to win a 2015 Dodge Charger or Challenger or to meet the heavy metal band Mötley Crüe.
The technology also allows “an entire dealer network” to participate by running the promotion on their Facebook pages.
“It’s a real big win for us,” said Empringham. “We were doing regional campaigns for [Fiat Chrysler Automobiles NV], and they heard about the technology and called us up. We were lucky enough to find ourselves in the offices of the president of Dodge. We talked to him not only about what we would do nationally for him throughout all of his regions, but we turned our attention to taking the power of his promotion and putting it in the hands of all of his dealers, and he turned to the rest of the folks in the room, and he said, ‘Let’s go.’ And that was the magic phrase that unleashed it all.”
Oakley Story
Foothill Ranch-based Oakley Inc. released “A Story of Disruption,” a short film that explores the company’s philosophy and product designs since 1975. It can be seen on Oakley.com/disrupt, a website that will host other content that “explores the people, places and products” of Oakley.
“This is the beginning of an exciting chapter for the Oakley brand,” Tom Cartmale, Oakley’s global brand communications director, said in a news release. “We have stories that need to be told and philosophies that should be shared, as they have the power to inspire the next generation of innovators. We are excited to present ‘A Story of Disruption’ and bring people closer to the maverick mindset and unconventional design thinking that is infused in our brand.”
The film is part of Disruptive by Design, a global branding campaign that includes advertising, public relations, events, retail and social media.
Bits & Pieces
All 100 of the MX-5 Miata 25th Anniversary Edition models were claimed in about 10 minutes on May 20. The preorder program on Irvine-based Mazda North American Operations’ microsite had been set to run through May 31. … Vizio Inc. in Irvine posted a 30-second video on its YouTube channel—a “special edition of Mr. Peabody & Sherman” made by its “friends” at DreamWorks Animation—to promote its This One’s For Dad Contest. … Aliso Viejo-based American diner chain Johnny Rockets Restaurant Group Inc. released a new TV ad, “Build Your Own Burger,” pitting the fictional Chef Pierre’s crayfish and quail burger against the fictional Chandler family’s custom Johnny Rockets Burger. Guess who won?
