Irvine-based Boost Mobile LLC is using a 4Genie character in its latest campaign, which touts the carrier’s offer of 4G phone service without a mandatory contract.
Sprint Nextel Corp.-owned Boost cast actor Faizon Love, of the comedy films Couples Retreat and Zookeeper, as the 4Genie in the campaign’s TV spots. The first commercial launched this month, promoting a Boost plan for the Android smart phone.
The plan costs $55 to start and can shrink to as low as $40 a month by knocking $5 off a monthly phone bill for every six payments made on time. The TV spot aired on 20 broadcast and cable networks, including NBC, ESPN, ABC and TBS.
The second spot is planned, with the next one set for late in the fourth quarter.
A unique phone app was launched through Boost’s Facebook page—dubbed the Wish Fulfillment Center—with the commercial’s debut.
The app lets customers make a “wish” that’s immediately answered via a video response featuring a genie.
The 4Genie campaign was created by Boost agency of record 180LA in Santa Monica.
Oakley Tacoma
Foothill Ranch-based Oakley Inc. and Torrance-based Toyota Motor Sales USA Inc. have teamed up on a custom Tacoma truck to be used by Oakley-sponsored surfers.
The custom-designed truck should give both brands exposure as it is used at surfing contests and events throughout North America during the summer and fall. The tricked-out truck has a number of features designed with a surfer in mind: waterproof seats, racks to hold multiple surfboards, enough water capacity for a shower and a compressor to deflate tires for a trek through sand.
The truck will make an appearance at the U.S. Open of Surfing in Huntington Beach, which runs July 28 through Aug. 5. Those unable to catch the truck in action can follow it via Twitter or on Oakley’s Facebook page.
Trust Summit
Santa Ana-based DGWB Advertising and Communication’s Values Institute recently held its annual Orange County Trust Summit, where the agency revealed its list of the 10 most-trustworthy brands.
Several local companies made the list this year. Those included the Anaheim Ducks, Santa Ana-based Discovery Science Center, Goodwill of Orange County in Santa Ana, Foothill Ranch-based Oakley Inc., South Coast Plaza in Costa Mesa and Wahoo’s Fish Taco of Santa Ana.
PR Awards
The Public Relations Society of America Orange County chapter’s annual awards ceremony brought together more than 200 people to the OC Fair & Event Center’s The Hangar.
The organization gave out more than 60 awards during the ceremony.
The Orange County Transit Authority took home best in show—the night’s top award—for its public affairs program. Those taking home more than one award included the OCTA, Porter Novelli in Irvine, Ketchum Inc., Tustin-based Toshiba America Medical Systems and Westbound Communications of Orange.
Ted Nguyen, OCTA department manager of public communications and media relations, and Toshiba America Information Systems’ telecommunications systems division received distinguished service awards.
Social Strategies
The latest examples of how OC companies are engaging with customers through social media:
• Disney California Adventure kept those unable to attend the park’s opening of Cars Land and Buena Vista Street updated with live Facebook and Twitter posts throughout opening day and weekend with photos, videos and parade reminders.
• Hilton Anaheim joined in on the Cars Land opening celebration with a video teaser of the park before it opened. The hotel regularly spotlights hotel events on Facebook and recently showed murals being painted outside the pool area and fans cheering for sports teams in its Pool Bar & Grill.
• The OC Fair & Event Center in Costa Mesa posted a sneak peak video of Orange County Fair rides, attractions and contests on its Facebook page as part of its lead up to the fair running July 13 through Aug. 12.
Bits and Pieces
Costa Mesa-based Casanova Pendrill Inc. Creative Director Claudio Vera was named president of the nonprofit Creative Circle, a group for professionals in the Hispanic advertising industry. … Santa Ana-based DGWB Advertising and Communications hired Cortney Legg and Michelle Barker as project managers and Amanda Vo as social media coordinator. … Costa Mesa-based ReFresh Agency hopes to increase its visibility through a recent casting call for fashion models at The District at Tustin Legacy. Two dozen finalists chosen by a panel of judges will compete in a runway walk June 30 for prizes, including contracts with ReFresh, casting in a Live OC Magazine fashion spread and gift packages from The District.
