Kingston Technology Co.’s TV spot—“This is Sam—the story of the DT microDuo”—uses gender stereotypes to tap into consumers’ inner geek.
The two-minute video, created by Linus Media Group in Vancouver, Canada, features main character “Sam the gamer,” who doesn’t tend to leave his room and his Kingston equipment behind until his girlfriend, Vivian, insists they go shopping and have lunch with her friends. Sam participates reluctantly, rolling his eyes at every chance he gets. He’s also shown falling asleep while she talks to him on a bus ride home. The sales pitch: Kingston’s DT microDuo portable drive can save the day by enabling Sam to bring his digital content with him and ignore “the crows” at the lunch table.
The video ends with Sam, instead of having to listen to Vivian talk on the bus, holds a phone while she quietly watches a movie with him. Babbling-female problem solved.
Kingston, the world’s largest memory products maker for computers and consumer electronics, had $5.4 billion in revenue last year. It employs about 750 people at its headquarters in Fountain Valley.
Wahoo’s Menu
Santa Ana-based Wahoo’s Fish Taco is developing a marketing push for its revamped menu.
The restaurant chain has hired a veteran chef to tweak and standardize about 80% of its offerings. Raymond Martin, who hails from BJ’s Restaurants Inc. and Cheesecake Factory Inc., has added menu items, such as seasoned onion rings, spicy ketchup, and a southwestern ranch dressing. He improved several salads—Wahoo’s salad is now Kale Kai Salad—and spruced up their presentation. He also transformed Wahoo’s in-house pico de gallo salsa into a red chili table salsa.
The new menu is being tested in several markets before it is rolled out chainwide next week.
The company, owned by Wing Lam, Renato Lee and Ed Lee, had $52 million in 2013 revenue. It has 380 workers in OC and 900 overall.
Lam described Wahoo’s marketing plan as “word of mouth on steroids.”
“This is the time that you can call in all your favors, I guess,” he said laughing, adding that he’s reaching out to “anybody who’s got a soapbox that they can stand on”—print and online publications, bloggers, social media and TV channels.
“Instead of going out and buying ads, we’re doing more of editorial content,” Lam said. “It’s more valid.”
The restaurant chain is also working with several agencies to promote the new menu, including GigaSavvy in Irvine, Blue C in Costa Mesa, and Echo Media Group in Tustin.
Riding With the Bulls
Irvine-based Entrepreneur Media Inc., publisher of Entrepreneur Magazine, has launched Looks Easy, its first-ever Web series, in collaboration with writer and producer Bryan Elliott of The Goodbrain Digital Studios in Aliso Viejo.
The first episode features Elliot trying bull riding at the Lefew Ranch in Nipomo.
The topic of the seven-minute episode is a “metaphor for the risk-taking all business owners need to succeed,” he said in a statement. “Entrepreneurs, the greats especially, make success look easy. But in reality, great results require hard work—and getting your hands dirty. The series is my tribute to those who know all about getting into the trenches. It’s also my challenge to those stuck in their comfort zones: You can always be more vulnerable and more courageous.”
Entrepreneur will promote the series in its print edition, online and via social media and community events across the country. There are six episodes in the works and more in development, according to the company.
Bits & Pieces
AMC announced that its “4th and Loud” documentary series, which focuses on the inaugural season of the Anaheim-based LA KISS arena football team, will premiere on Aug. 5. … The city of Garden Grove received the Golden Hub of Innovation Award for its Grove District – Anaheim Resort rebranding and marketing partnership with the Anaheim/Orange County Visitor & Convention Bureau and the Garden Grove Tourism and Promotion Corp.
