Roxy Gets (Inter)Active
SONY PICTURES DIGITAL ENTERTAINMENT’S SCREENBLAST AND QUIKSILVER/ROXY PARTNER ON INTEGRATED CROSS-MARKETING INITIATIVE
Summer-Long, Interactive Campaign To Debut In June;Includes Offline Events/Activities, Print and Retail Components and Co-Branded Online Destination
Culver City, Calif., and Huntington Beach, Calif., May 20, 2002 – Screenblast, an online creativity service by Sony Pictures Digital Entertainment, and the Roxy division of Quiksilver Inc. [NYSE:ZQK], today announced plans to partner on an integrated marketing campaign aimed at an active lifestyle and surf enthusiast audience. The two-month initiative, debuting online and in Quiksilver retail outlets beginning June 3, extends the shared experiences of an active lifestyle audience to an online forum where they can interact, create their own surf videos and share.
The campaign ties together a range of co-branded, cross-media activities, including a special online site at roxy.screenblast.com, serialized sneak previews of Roxy’s new “surf, NOW” how to surf video, and the opportunity to purchase the new video online, as well as the upgraded version of the Screenblast Creation Suite. Additionally, the campaign will feature an instructional tutorial showing users how to create their own surf video using Screenblast software and Roxy images, as well as a prize-packed sweepstakes.
“The Screenblast and Quiksilver/Roxy brands share similar beliefs about individual creativity and expression. By partnering, we leverage the strength of these brands for this audience to express themselves and share their digital videos and images in new ways,” said Andrew Schneider, Senior Vice President and General Manager of Screenblast. “This is a terrific example of software, digital devices and a great lifestyle brand all working together.”
Robert McKnight, Quiksilver Chairman and Chief Executive Officer, added, “The Roxy girl has an inherent flair for demonstrating her uniqueness, individuality and creativity. This relationship is an exciting opportunity for two innovative and strong brands to come together. Screenblast engages our audience in activities that they are already doing and gives them a completely new venue for expression. Allowing them to connect with our athletes, create their own mini-movies, while inspiring them to share their work, is very powerful.”
The multi-faceted campaign will launch with the unveiling of a co-branded area on Screenblast @ “Surf, Shoot and Share” (roxy.screenblast.com). Here, users will be able to view the step-by-step “How To Make Your Own Surf Video” tutorial created by renowned surf cinematographer Bobby Williams; download surf-themed video and audio assets to insert into their own digital creations, and preview eight different excerpts from the upcoming Roxy “surf, NOW” video. For even more inspiration, users will be able to interact with Roxy’s team of elite, world-class professional women’s surfers. Each week, Roxy TeamRiders will update their own Screenblast Showcase Page with new surf footage, personalized creations and messages.Additionally, users will be able to enter a sweepstakes with the opportunity to win a Sony Cyber-shot DSC-P5 digital camera, Marine Pack MPK-P5, and $1,000 Roxy prize product package. Throughout the promotion, users also will be able to link from roxy.screenblast.com to the “Screenblast and Roxy Summer Essentials” store at SonyStyle.com to purchase all of the digital devices needed.
“We are glad to be able to provide the necessary tools to create an enhanced consumer experience,” said Brian Siegel, Director Business Development, Sony Electronics e-Solutions Company LLC. “This integrated campaign is a great example of how Sony divisions have joined forces to leverage existing company platforms and maximize our offerings.”
The campaign will be supported online and offline through advertising (print and online), in-store POP and special-themed events and activities, including Quiksilver/Roxy Summer Surf Camps. Consumers also will be able to purchase Roxy’s new “surf, NOW” video online. Additionally, users registering for the Screenblast service can download the Screenblast Creation Suite, access 50Mb of private online storage and receive a personal URL for free.
Quiksilver designs, produces and distributes clothing, accessories and related products for active-minded people and develops brands that represent a casual lifestyle – driven from a boardriding heritage. Quiksilver’s authenticity is evident in its innovative products, events and retail environments across the globe.
Quiksilver’s primary focus is apparel for young men and young women under the Quiksilver, Roxy, Raisins, and Radio Fiji labels. Quiksilver also manufactures apparel for boys (Quiksilver Boys and Hawk Clothing), girls (Roxy Girl, Teenie Wahine and Raisins Girls), men (Quiksilveredition and Fidra) and women (Leilani swimwear), as well as snowboards, snowboard boots and bindings under the Lib Technologies, Gnu, Supernatural Manufacturing and Bent Metal labels. Quiksilver’s products are sold throughout the world, primarily in surf shops and specialty stores that provide an outstanding retail experience for their customers. For further information about Quiksilver Inc., you are invited to take a look at our world at http://www.quiksilver.com
Built on the online entertainment innovations Sony Pictures Digital Entertainment has become known for, Screenblast unlocks the “creativity” inherent in today’s digital devices (e.g., camcorders, digital cameras, handhelds, PCs, etc.) @ enabling users to create and share digital music, video and still images.