2014 Music Program

OBJECTIVES

Develop Zippo Encore as a means to position Zippo as a lifestyle brand and perpetuate its status as an iconic American brand while exposing consumers to its customization capabilities, increasing sales, growing VIP programs, and generating online content.

ENTERTAINMENT 3SIXTY SOLUTIONS

  • Aligned Zippo with lifestyle events in the music space including festivals and artist partnerships
  • Created and executed on-site art activation promoting customization programs
  • Introduced VIP program to all festival partners allowing for creation of custom, limited run of lighters specific to each event
  • Secured rights to sell at all events
  • Negotiated artist agreements to provide exclusive content for the Zippo Encore social media channels
  • Aligned Zippo with Jerrod Niemann on Keith Urban's Raise Em' Up Tour and other dates, the Rockstar Energy Drink Mayhem Festival, the CounterPoint Music Festival, Carolina Rebellion, Rock on the Range, Rocklahoma, Aftershock, Knotfest, and Voodoo Experience

RESULTS

  • Acquired 1,200,000 live interactions and 23M+ press impressions over the course of the program
  • Fans drew a total of 2,333 custom lighters while on tour
  • Surpassed the 7,000 mark in sales
  • Upped audience on Facebook by 89%, Twitter by 122%, and Instagram by 336% as well as getting over 7,600 entries into online contests
  • Artists such as Jerrod Niemann, Black Label Society, and Motionless in White created exclusive Artist Custom Series lighters