The ID Agency paired NOS Energy Drink with top tuning magazine, Import Tuner, at the recent SpoCom car show at the Long Beach Convention Center. NOS and Import Tuner held a model search that gathered a couple hundred contestants for a chance to be the next cover model of the magazine. The booth took center stage and was a hit at the show with crowds viewing the contest, sampling a NOS Energy Drink, and listening to music from the NOS DJ.

It’s summertime in Los Angeles and the streets are heating up with lots of action from ID agency clients Famous Stars and Straps and REBEL8.  Famous is officially launching their FMS footwear line with a special event at the ROXY on July 14^th. The event promises to be a memorable one with a great music line-up that includes Yelawolf, Ninja Sonik and DJ Spider and Marshall Barnes. Rumor has it that Famous Stars and Straps founder Travis Barker will also make an appearance on stage. FMS footwear will be available all over the globe including the leading internet shoe destination Zappos.com on July 14^th.

And later in the month our friends from San Francisco make their annual trip to Los Angeles to showcase the limited edition REBEL8 Lost Angels release. The special event which is open to the public will be held on Saturday the 24^th of July at Barracuda on Melrose.  There will be live art by REBEL8 creative director Mike Giant, music by DJ Morse Code, food, drinks and more. Get there early to get your limited edition tee and print and enjoy a hot summer day on Melrose with the REBEL8 and Barracuda crew.

The Targa Trophy Triple Crown Series, North America’s premier automotive lifestyle rally event, kicked off with an action-packed day that took drivers on a seven-hour course from Los Angeles to San Diego. The journey took drivers and navigators on an excursion through stunning coastal scenes and deserted back roads testing their driving prowess and navigational skills. The event, which is not a race, but rather a strategical challenge to gain the most points by staying closest to the predetermined Targa Trophy times and mileage was won by Radoslav Kalla in his Lamborghini Gallardo Spyder.

The ID Agency was brought on to handle the PR, media relations, and marketing consultation throughout the event season. Media members were invited to check out both the pre-party and pre-rally activities at the W Hollywood where they were treated to see the collection of participant cars firsthand that included everything from Lamborghini, Porsche, Audi, and even a Novitec Rosso Ferrari F430 Scuderia. The pre-rally activities also included the first SoCalEuro.com CARnival with a collection of the most diverse Euro cars in Southern California.

Another ID client, NOS Energy Drink, became involved as the official energy drink of the Targa Trophy and integrated their brand seamlessly throughout the event. Each rally participant donned a NOS decal on their vehicle and received a gift bag courtesy of NOS Energy Drink. NOS was able to set-up a booth and distribute drinks to all fans that came to the event starting line activities as well as became involved with the main checkpoint in Newport Beach. NOS was able to fuel the extra energy needed to complete the event.

(photography provided by Vincent Guglielmina, Thomas McCallum, Ryan Siu, Mo Satarzadeh, and The ID Agency)

The Targa Trophy, North America’s premier lifestyle rally, will begin the 2010 season with Event #1 from W Hotel Hollywood to W Hotel San Diego, on June 26. The rally brings together automotive enthusiasts on a journey through back roads testing their driving prowess and navigational skills in a safe and fun environment.

The ID Agency has been brought on for Public Relations. Media guests have been invited to experience the rally and witness the collection of beautiful cars set against the impressive Hollywood backdrop. Event #2 of the Triple Crown series will take place in the Bay Area and is scheduled for August 28.

The E3 Expo always makes a big impression every year in Los Angeles and The ID Agency continually creates new ways for our clients to showcase their brands during E3 week. This year NOS energy drink became the official energy drink of the E3 Expo and the NOS team was on hand to give away a customized 2010 Nissan 370Z. NOS partnered with EA’s Need for Speed “Shift” and held a contest where over 10,000 people entered and only 5 winners were chosen to come to LA and compete to win this special car built by Chris Forsberg Racing.

The final contest was held in the NOS booth and our host Milynn of “Like Totally Awesome” declared the winner to be Robert Waddell of South Carolina with a lap time of 1:54 seconds.

Meanwhile back at the ID Agency studio a top secret event was held on Wednesday night of E3 week. ID opened its doors to Turn 10 Studios, creators of the very successful “Forza Motorsport 3” for a special event to reveal the future of FORZA. Guests included automotive media, VIP’s, pro-racers, and other special guests. And everyone was treated to a glimpse of the future when they took their turn to experience Microsoft’s new gaming technology called KINECT. On display where 2 special cars, a Novitec Rosso tuned Ferrari F430 Scuderia and a Spyker C8 Laviolette. But even these impressive cars weren’t a match for the awe-inspiring gameplay of FORZA on the KINECT system. Keep an eye out for more information about FORZA and KINECT by checking out www.forzamotorsport.net

This past weekend was a busy one for ID Agency clients Famous Stars and Straps and REBEL8. The Fast Life was the location for the first ever public release for the much anticipated FMS footwear sneak peak. The event also was a celebration of the new mixtape “Sole of a Champ” from FSAS supporter Paul Wall. Fans waited in line to meet Paul and purchase a limited edition pair of grey “Future’s”. Keep an eye here for more news about the official FMS footwear launch coming in July, www.fmsshoes.com

On the other side of town the REBEL8 crew came down from San Francisco to make a statement at the Ink N Iron show in Long Beach. This was REBEL8’s first appearance at the infamous tattoo show and they arrived in style debuting a new collection called the RBTT capsule. Check back to the REBEL8 blog as they prepare for a Los Angeles takeover in July, www.rebel8.com

Here is a sneak peak at the new video from FMS footwear directed by Estevan Oriol. The video features a day in the life of the Famous Stars and Straps crew on the streets of Los Angeles. If you want to see the FMS footwear for the very first time then get to The Fast Life early this Saturday for a chance to buy a handful of pairs and meet rapper Paul Wall.

The seventh season of the Formula DRIFT season kicked off with Round 1: Streets of Long Beach. The event was a huge success with a packed paddock, pits, and grandstands throughout the day. The ID Agency manages public relations for the series as well as the creative and website. This event had over 200 media members attend and received coverage from KTLA Ch. 5 news, USA Today, and the Long Beach Press Telegram.

The ID Agency worked with Motorsports Management International (MMI) to manage the on-site activation and organization of the displays for the new official energy drink of Formula DRIFT, NOS Energy Drink. NOS Energy Drink had two key areas at central locations, one by the entrance and one by the track and grandstands, for promotional purposes. The area by the entrance had NOS spokesmodels greeting fans as they entered the venue and handed them a NOS Energy Drink sample. This area also included special vehicles on display that included the Import Tuner Mitsubishi EVO and RJ DeVera’s Acura NSX. A DJ spun music throughout the day and NOS swag was given out as well.

The second area had thousands of fans sampling a drink as well as check out special drifting RC cars from HPI and playing video games. This area also included the pits of Formula DRIFT Champion and sponsored NOS driver Chris Forsberg. Spokesmodels assisted in this area to hand fans swag and learn more about the product. A special artist was brought on to do a live art show and entertain fans.

Throughout the event weekend all eyes were on Chris Forsberg and his title defense. While fans were watching all the action they were also exposed to NOS branding throughout the venue. Overall, it was a successful kick-off to the Formula DRIFT season for the energy drink brand and they look to continue their activation throughout the Formula DRIFT tour and at the upcoming Toyota Grand Prix of Long Beach.