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.

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 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.

The 7th Championship of Formula DRIFT kicks-off with Round 1: Streets of Long Beach on April 9-10 and the first promotional flyer has just been completed by our creative team. Here is a sneak peek.

Super Street Magazine has featured in their latest style issue the ID Agency fashion/motorsports client Rogue Status. ID worked for months with Super Street on this issue that blends together the cultures of motorsports and fashion. Rogue Status has been heavily involved with drifting and the Gumball 3000 and continues to pave the way for other fashion brands into the automotive world.

Today at the Formula DRIFT office Bergenholtz Racing announced that Joon Maeng will be piloting the Bergenholtz Racing Nitto / Mazda RX-8 for the 2010 season. The ID Agency was brought on behalf of Formula DRIFT to assist with the invitations to select media outlets for this exclusive announcement at the Formula DRIFT office. This is a great example of teams working together with their organization to get the word out on special news items. Media that attended included Super Street, Modified, Wrecked Magazine, UrbanRacer.com, SpeedHunters, and more.

“It’s an honor to be here and I’m looking forward to the 2010 season running with Bergenholtz Racing,” said Joon Maeng, driver of the Bergenholtz Racing Mazda RX-8. “Words can not describe the gratitude in my heart to have the opportunity to drive for Bergenholtz Racing. Thank you all for coming out to show your support.”

Celebrating their 10 year anniversary Famous Stars and Straps held the “Decade” event this past week in Hollywood, CA. This milestone came to fruition with a star-studded event that was highlighted by a first ever performance with Travis Barker (founder of Famous Stars and Straps) and Snoop Dogg. The ID Agency created the concept for the “Decade” event and was instrumental in bringing the two performers together. The timing was perfect as it would mark the 10 years of Famous Stars and Straps and the 10th studio album from hip-hop veteran Snoop Dogg and his album “Malice in Wonderland,” which went on sale the same day as the event.

Prior to the event itself a large media outreach was performed and pre-event press included Travis on KROQ radio, Snoop on KTLA TV, and pre-promotion on multiple outlets including Hypebeast and 944. To add to the promotion a special limited edition shirt by Famous Stars and Straps and famous Los Angeles photographer Estevan Oriol was produced to be given out to VIP’s at the event as well as a Famous Stars and Straps New Era “Decade” hat.

Thousands of people came to the invite only event that included members of the media, celebrities, athletes, VIP, and lucky contest winners. A who’s who of the celebrity world came out to celebrate including Lamar Odom from the world champion Los Angeles Lakers, Kelly Osbourne, legendary skatboarder Christian Hosoi, Rob Dyrdek of MTV’s Fantasy Factory, actor Ryan Phillipe, Apl.de.Ap of the Black Eyed Peas, singer Ray-J, Sean Paul, Rick Ross, and many more.

Those fortunate enough to enter were treated to a display of cars from the personal collection of Snoop and Travis, an art display that showcased 10 years of artwork for Famous Stars and Straps and the 10 album covers for Snoop, and Famous Stars and Straps iconic photography.

The main draw of the event was the special performance as these two musicians have never played together live on stage before. This monumental moment had Travis on the drums with Snoop’s band and Snoop performing some of his biggest hits. Adding to the already legendary night were special guests performing alongside Snoop and Travis that included Warren G, Kurupt, DJ Quik, Pharrell Williams, The Game, and comedian Mike Epps. DJs Diplo and Spider kept the party moving until the later evening. Overall the event was a big success for Famous Stars and Straps, Travis Barker, Snoop Dogg, and everyone associated with it.