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Outdoor TV manufacturer SunBriteTV has hired independent shop The Buddy Group as its digital agency of record. The Irvine, Calif.-based agency is charged with handling social media for the company’s first consumer-facing integrated campaign to launch in the spring.

“We’re doing a complete brand makeover. We’re rebuilding the website, making it very consumer friendly,” said Tom Dixon, vp of marketing at SunBriteTV. The Buddy Group’s first work is to build Facebook pages that will go live in connection with the site’s expected February relaunch.

But the bulk of The Buddy Group’s work will debut in April to support the launch of SunBriteTV’s signature product line that Dixon said will be more affordable for the average consumer. Social media will be the campaign’s primary channel, but SunBriteTV will also run print ads in luxury lifestyle magazines and target initiatives to consumers in California, southern Florida, new York, Chicago and Texas.

Sporting venues featuring the company’s products include Gilette Stadium, Wrigley Field and Soldier Field, but Dixon said “our biggest challenge is people just don’t know these products actually exist. Conventional wisdom says thou shalt not mix electronics with water.”

The Buddy Group was the only agency SunBriteTV considered for the role, Dixon said. he had worked with the agency while serving as vp of marketing at audio technology company DTS.

SunBriteTV works with a variety of boutique creative agencies such as Oneplustwo, said Dixon. Definition Branding and Marketing handles PR.

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