The Vans U.S. Open of Surfing is taking place in Huntington Beach, Calif., through Sunday, and some companies are using the event's festival site as a way to "tap into a youth market with unique marketing tactics and personal experiences intended to make a mark and introduce new products to future customers," according to Laylan Connelly of the ORANGE COUNTY REGISTER. Vans in '13
signed on as the event's title sponsor, and its logo during the event is "splashed everywhere you turn -- on flags, banners and building-size posters set up around the festival area." By having a "blank canvas on the sand, the company can showcase other aspects of its brand, including art, music and surf." Vans also has a "major retail operation in a 10,000-square-foot pop-up shop." About 90,000 items "were made specifically" for the store, including 9,000 pair of shoes. Chrysler's Fiat brand also has "been a sponsor of the event for three years," and the automaker this year has six Fiat cars "displayed on the beach." Beachgoers can "sit in them and check out the features." In order to "create a buzz, Fiat had its water scooters made up to look like its coupes cruising offshore during opening weekend, just beyond where the surfers were competing." Meanwhile, Australia-based fitness company F45 Training "has a huge presence on the sand, with an obstacle course where sweaty beachgoers can challenge themselves during a 10-minute, 10-station test as music blares and crowds gather to watch the action." The brand "hopes not only to introduce the brand to Southern California workout enthusiasts but also to catch the eye of potential investors who may want to buy into a franchise and a open local gym" (
ORANGE COUNTY REGISTER, 7/30).
