Volcom Inc. released “True To This,” an original feature film that “captures the energy and artistry of board-riding in its purest forms.”
The Costa Mesa-based apparel maker hosted the U.S. premiere at its headquarters on March 1, followed by live performances from the Church of Sun and Dahga Bloom.
The movie will be released in 70 movie theaters around the world, including China, Dubai and Latvia over the next two months.
“True To This,” a Veeco Productions film, is a sequel to the brand’s 1993 production, “Alive We Ride,” which documented “raw excitement and spontaneous creativity inherent to the (boarding) lifestyle,” according to the company.
The “True To This” world premiere was on Oct. 5 in Paris.
Since then, Volcom has released four webisodes on its YouTube channel about the production process. Each features interviews with various brand-sponsored athletes, such as Mitch Coleborn, Pat Moore and Rune Glifberg, plus action clips from the movie.
Flash in Driver’s Seat
Flash Point Communication LLC has a trunk load of assignments from Ford Motor Co. in Dearborn, Mich.
The Costa Mesa-based ad shop has created a digital campaign supporting a launch of the 2014 Ford Transit Connect, which kicked off in February and will run through May.
The campaign, part of Ford’s “Vandemonium” promotion, offers the automaker’s fans a chance to win the vehicle and is being promoted mainly through Facebook.
Flash Point built a microsite that features sweepstakes rules, vehicle specs, and several video ads.
Anyone can create a microsite, though, Flash Point’s Chief Executive Scott Empringham pointed out.
The agency’s competitive edge was its proprietary software, he said, which enabled it to covert the microsite into a Facebook application.
That way, Ford’s 1,500 dealers across the country can easily promote the campaign via their Facebook pages.
“We needed to move very quickly and wanted to integrate every Ford dealer into the national launch,” Minyang Jiang, brand manager for the 2014 Ford Transit Connect, said in a news release. “Flash Point made it work. And they have a great track record delivering [return on investment] for Ford.”
Empringham said the agency also works with Irvine-based Mazda North American Operations and Fiat Chrysler Automobiles NV’s brands, such as Jeep, Dodge and Ram.
Analyst’s Pan
Huntington Beach-based BJ’s Restaurants Inc.’s latest marketing effort hasn’t gone unnoticed, but the attention may not have been the one it expected.
“The company’s commercials were awful and likely did more to hurt than help the fledgling brand,” analyst Craig Bibb wrote for the Seeking Alpha website on Feb. 26. “If they had not been removed from BJ’s YouTube channel, I would have embedded one here. Videos for The Big Poppa’s Smokers LTO were also deleted. Management has a new creative ad agency and plans to introduce new ads this quarter. The company is also looking for a new Chief Marketing Officer. Good or bad, TV is a red flag for a nascent brand. Done wrong, it can be a margin-killing treadmill. Thus far, increased marketing spend has hurt BJ’s margins without adding traffic.”
Bits and Pieces
Bolt Public Relations in Irvine added Vanity Catering & Events, Krisp Fresh Living and Moms in Charge to its client list. … CA Productions in Huntington Beach hired Jamey Stone as its marketing director. … Visit Huntington Beach received a Poppy Award at the 2014 Visit California Outlook Forum for its public relations campaign to save the Southern California beach bonfire rings. … Olloclip in Huntington Beach hired Tim DeBrincat as director of marketing. … Ethan Anderson left Volcom to join Irvine-based Sanuk USA LLC as global vice president of marketing.
