Author: Cliff Pollard

Emergent Media and Orangetheory Fitness Kick-Off 2022 with Back-to-Back Social Media Campaigns

Posted on by Cliff Pollard
New Year’s Push is Backed up by SPRING INTO #MORELIFE Giveaway

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Emergent Media is implementing two campaigns for West Coast Fitness-owned Orangetheory studios throughout California (Los Angeles, San Jose, San Francisco & Sacramento areas), beginning with a program running on Emergent’s “best of California” channels, California Love and Golden State, positioning Orangetheory Fitness as an advanced, effective, and rewarding fitness solution for the New Year (January) and Heart Health month (February). That initiative will be followed by the Orangetheory Fitness’ SPRING INTO #MORELIFE Giveaway promotion, which offers consumers the opportunity to win a full-year membership or three runner-up 3-month memberships.

This has been a valuable and creative collaboration all the way through. We are focused on a very specific and hard to reach audience across a very precise geo target near our California studios. I am confident that Emergent Media and its brands will deliver on all of our KPIs and core messaging to inspire people towards our goal of “More Life”. I can’t think of a better – or stronger – way to start the new year. – Jeff Miller at WestCoast Fitness

To achieve the January-February campaign objectives of generating new membership leads and awareness, Emergent Media has created bespoke social media content designed to capture the breadth of the Orangetheory Fitness workout while showing subjects achieving their fitness goals while showcasing how Orangetheory can help them inside and outside of the studio. The campaign running on California Love and Golden State is organized into two custom, geo-targeted segments with two custom creatives centered around Orangetheory’s Transformation Challenge (Jan.) and Heart Health Month (Feb.) campaigns, with the goal being to generate hand-raisers looking to burn more calories, get more results, and gain more confidence.

Two 100% SOV Social Takeovers, along with a variety of In-Feed posts, will be promoted organically across our California Love and Golden State channels throughout January and February 2022. Emergent Media is amplifying the campaign by creating custom :15 video assets which will be distributed via paid social media on Facebook and Instagram to a granular audience target as well as a custom California Love+Golden State+Orangetheory audience segment.

For the March-April promotion, the driving focus is on lead-generation and sign-ups within specific geographic and audience profile targeting requirements. To this end, Emergent Media is employing a combination of executions, leveraging the marquee California Love and Golden State channels to entice prospective gym members within a certain radius of specific California Orangetheory Fitness studio locations to enter a custom SPRING INTO #MORELIFE Giveaway.

In addition to organic and paid media targeting, Orangetheory Fitness will have 100% SOV of the Golden State Instagram channel for 24 hours to further promote the organic article feature spotlighting West Coast Fitness Co-Founder, NFL Super Bowl winner, investor, and advocate Brendon Ayanbadejo. To further boost the giveaway feature, an E-blast from Golden State, will drive users to the articles’ landing page where viewers may click to the giveaway page to enter for a chance to win the grand prize. On April 6, 2022, a dedicated “Special Offer For Golden Staters” page will be featured on the Golden State site.

So Cal Surfers and their Families are “Taking Charge” with Volkswagen and the All-Electric ID.4

Posted on by Cliff Pollard
Pro surfers Bruna Zaun and Pat Gudauskas star in Emergent Media’s original content series

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Emergent Media has partnered with Volkswagen on a new digital campaign which aligns with the ID.4’s driving statement, “Before it can change the world, it has to change yours.” Inspired and informed by the insight that range is the most important consideration for electric-car shoppers, Taking Charge: Powered by VW ID.4 follows eco-conscious pro surfers Bruna Zaun and Pat Gudauskas as they take their quintessential California lifestyles on the road to enjoy a little beach time, ride some waves, and run a few errands.

In the episode featuring Bruna Zaun, she drives from Hermosa Beach in the South Bay of Los Angeles to Encinitas, just outside San Diego. Dan Gudauskas and his family enjoy a run up Pacific Coast Highway from their home in Orange County’s San Clemente to Topanga Canyon. Along the way, the day-trip vignettes normalize the electric vehicle experience by demonstrating the ID.4’s impressive range and showcasing the car’s numerous features. The result is a campaign that promotes familiarity with the new ID.4 as an EV for the masses while serving as a prompt for California audiences to reconsider the VW brand.

“Emergent Media creates bespoke content that connects us with a community in a way that doesn’t feel forced,” says Kimberly Gardiner, Senior Vice President of Marketing at Volkswagen. “The work (they) are doing has always felt so well thought through, from the very beginning to the delivery, it has never been an ‘insert your brand here’ approach. They want to create content that is smart and uniquely special. They are content creators at their core who just want to hear about what they can do to help you achieve your goals.”

Taking Charge: Powered by VW ID.4 is composed of long-form hero videos and social cut-downs with distribution across Emergent’s key California Channels: California Love, Golden State, and Surfers. Additional distribution includes paid social targeting an eco-conscious and EV open consumer across Facebook and Instagram, with an emphasis on West coast markets. Furthermore, content will also be amplified across the talents’ own social channels. The campaign runs mid-September through October, 2021.

Additional Links:

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Golden State Article

Mitsubishi Motors Partners with Emergent Media to Create “Soul Pursuits” Mini-Series

Posted on by Cliff Pollard
Series follows filmmaker Erika Gilsdorf on a year-long, cross-country road trip in her Mitsubishi Outlander PHEV, highlighting inspiring places and people along the way

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Gilsdorf, who began her journey in early January, is spending 2021 traveling across the country, towing a custom tiny house and meeting inspiring people making a difference for their communities and for the planet. Gilsdorf met up with Emergent Media in California to create a mini docuseries about her expedition and the hard-working, change-making small business owners she meets along the way. While the two episodes will show the power, versatility and reliability of Mitsubishi’s plug-in hybrid electric vehicle, they also showcase small batch workers with big hearts who are focused on creating a better, more sustainable world for future generations.

In the first episode of “Soul Pursuits,” which launched today, Gilsdorf meets with Dylan Gordon, a photographer with a deep appreciation and pride for his community. When wildfires struck his hometown in 2018, Gordon sprang into action, launching Help California, an initiative that provides ranchers with supplies and support to help get back on their feet after losing it all.

“Mitsubishi Motors applauds those who aren’t afraid to pursue their own path,” said Mark Chaffin, Chief Operating Officer, MMNA. “Erika Gilsdorf is one of those people. Her mission to find and document the stories of other change makers really resonated with us, and the Outlander PHEV, which blends quiet, efficient EV technology with the capability of an SUV, is the perfect companion for her epic eco-tour. Through our partnership with Emergent Media, we’ve created a meaningful documentary series that is as inspiring and hopeful as it is unscripted and authentic.”

Emergent Media and MMNA came together to bring Gordon’s story to life, showcasing the incredible sacrifices he made to ease the burden of a devastating environmental catastrophe. The episode highlights Gordon’s usage of technology, performance, safety and efficiency, offerings consumers can also find in the Outlander PHEV. Emergent Media will showcase the episodes on two of their platforms: Golden State, a highly curated platform celebrating the best of California and its entrepreneurial and creative culture; and Paradise, a global adventure and travel channel.

“At Emergent, we pride ourselves in delivering on our clients’ objectives and telling authentic, real stories,” said Jennifer Klawin, Managing Director, Brand Partnerships at Emergent Media. “We are thrilled to be partnering with Mitsubishi Motors to not only promote this incredible vehicle, but to share these important stories of artisans and changemakers positively impacting their communities through their work and generosity.”

You can watch the first “Soul Pursuits” episode with Dylan Gordon here and learn more about Erika’s journey, the people she meets and the Outlander PHEV. The second episode, which follows Trevor and Maddie Gordon, will focus on minimizing our carbon footprints and launches on Earth Day.

About Mitsubishi Motors North America, Inc.
Through a network of approximately 330 dealer partners across the United States, Mitsubishi Motors North America, Inc. (MMNA) is responsible for the sales, marketing, and customer service of Mitsubishi Motors vehicles in the U.S. MMNA was the top-ranked Japanese brand in the J.D. Power 2020 Initial Quality study, ranking sixth overall and experiencing the greatest year-over-year improvement of any brand.

With headquarters in Franklin, Tennessee, and corporate operations in California, Georgia, Michigan, New Jersey, Texas, Florida, and Virginia, MMNA, directly and indirectly, employs more than 8,000 people across the United States.

For more information on Mitsubishi vehicles, please contact the Mitsubishi Motors News Bureau at 615-257-2698 or visit media.mitsubishicars.com.

ABOUT EMERGENT MEDIA
Emergent is a digital media group and lifestyle network with a family of brands that includes Paradise, SHLTR, Golden State, California Love, Cabinfeed and Surfers. Emergent offers creative, purposeful lifestyle content to a globally-minded audience of Modern Explorers seeking to live inspired lives motivated by self-discovery and fueled by authentic experiences. Emergent Media is part of The Golden State Company, whose portfolio of businesses includes Moon Tide, a full-service agency and branded content studio; Driftward, an e-commerce photography marketplace; Media Circus, a strategic media planning and buying group; as well as a family of California-based regional lifestyle publications.

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