Toshiba America Information Systems Inc. has set out to prove its products are built to last.
The Irvine-based consumer electronics manufacturer’s latest marketing effort, “Field Testing with Matt & Jamie,” is comprised of five slapstick videos in which product testers conduct endurance experiments on its laptops and tablets.
In one of the videos, characters Matt and Jamie “hit the football field” with the Encore tablet, throwing it, discus-style, 57 feet into the air. The tablet lands safely in the grass with just a minor scratch on the screen.
Another video shows the duo taking the Portege Ultrabook on a picnic “to test just how spill-proof the keyboard really is.” They get help from Gusto the dog, who drools on the laptop as it chases bacon bits the testers sprinkle on the keyboard. Although disgusting at that point, the laptop continues to work, despite some “50 milliliters of saliva” on it.
The Ultrabook also gets subjected to a rainstorm of tennis balls, courtesy of Matt and Jamie, to prove its hinges can withstand some 55 pounds of pressure. And yes, it passed that test, too.
“The Field Testing web videos are simply a fun way to emphasize the rigorous product testing that happens behind the scenes and laugh along with a couple of characters we’ve had a great time telling this story with,” the company posted on its Facebook page. “Also, wait until you see one of the yet-to-be-released videos featuring Jamie on ice skates … the guy’s got moves.”
The 90-second ads, created by Toshiba’s advertising agency of record, Goodness Mfg. in Los Angeles, are running on the company’s YouTube channel and are a part of a larger video content and social media engagement campaign.
Toshiba spent $29 million on advertising of its products in 2012, according to New York-based Kantar Media.
Ingram’s New Calling Card
Ingram Micro Inc. in Santa Ana launched a new corporate website featuring a modern design and upgraded content. The site was developed in-house and provides links to the wholesale technology distributor’s logistics, mobile and cloud-based offerings.
“Ingram Micro is dedicated to helping our customers and partners get access to the best technology products and services,” Alain Monie, the company’s chief executive, said in a news release. “We offer a rich set of services to a vast array of value-added resellers and customers around the world and are continuously improving our capabilities for delivering the right information to the right business partner in the easiest way. We’ve been listening to everyone’s feedback and have taken significant steps to enhance the website and incorporate content from our new business areas.”
Taco Bell’s In-App Ads
Travelers using Google Inc.’s navigation application Waze are likely to stumble upon a Taco Bell restaurant or two while searching for traffic-free roadways.
Waze crowd-sources traffic information to help its 34 million users find the quickest routes to their destinations.
Irvine-based Taco Bell Corp. used the free app last fall to promote its Taco 12 Pack and is looking to extend the advertising deal into 2014, according to Rob Poetsch, the company’s director of public relations. “We use Waze on a regular basis to help drive customers to our restaurants,” he said.
Nondisruptive, “location-aware” marketing integrates the brand into the native app experience. For example, Taco Bell restaurant locations appear as small branded icons on the map as drivers using it approach them.
Only Waze users who click on the restaurant icons would see the ads for the Taco 12 Pack.
The app’s GPS technology also senses when drivers have stopped at a traffic light, sending a pop-up message urging them to make a pit stop at a nearby Taco Bell location.
DigitasLBi in San Francisco, Taco Bell’s digital advertising agency, spearheaded the mobile advertising effort.
Taco Bell spent $281 million on advertising in 2012, according to New York-based Kantar Media.
Bits and Pieces
David Krauss, senior director of marketing for cloud applications and services at Oracle Corp., has joined the San Clemente-based Internet Marketing Association’s board of directors. … Denise Lee Yohn, author of “Seven Brand-Building Principles that Separate the Best from the Rest,” headlined Concordia University Irvine’s Business Breakfast on Jan. 28. … San Clemente-based GrindMedia LLC named Jeff Baker publisher of its TransWorld Snowboarding and Snowboarder magazines. Ashley Otte, publisher of Powder Magazine, was given additional responsibilities as general manager of GrindMedia’s Ski Group, where he’ll oversee revenue development for Newschoolers.com and MTNAdvisor.com.
