US 2018

Zippo Encore

OBJECTIVES

  • Continue to develop Zippo’s global music program, Zippo Encore, to position the iconic company as a lifestyle brand within the US. Leverage social media and compelling content to tell the Encore story before, during and after events

E3SIXTY SOLUTIONS

  • Program strategy, event and artist research/negotiation, footprint design, social media management, content strategy/creation, staffing, logistics, and field communication
  • Aligned Zippo with relevant artists and events in the music space
  • Artist Partnership – Red Sun Rising, Stone Sour
  • Festivals – Welcome to Rockville, Carolina Rebellion, Northern Invasion, Rock on the Range, Rocklahoma, Aftershock and Posty Fest
  • Worked with festival partners and artists to design exclusive custom lighters
  • Expanded Zippo onsite activation, adding new consumer touchpoints such as photo booth, tattoo studio and Zippo Encore museum
  • Conitnued working with Jose Mangin as the “face” of the Encore program and host of popular content series “Dudes Talking S#*t In A Truck”
  • Expanded exclusive consumer surprise and delight programs, which have been increasingly successful since launch in 2016
  • Zippo Hot Seat – consumers got the chance to view performances from areas normally reserved for VIPs, artist’s friends and press
  • Zippo Sessions at Festivals - with the purchase of a Zippo lighter, consumers received the opportunity to see a festival artist play an acoustic set in an intimate setting
  • Zippo Sessions at Zippo Headquarters – an acoustic set for Zippo employees and local fans
  • Zippo Sessions at Jose Mangin’s Studio (Seal Beach, CA) - with the purchase of a Zippo lighter at participating retailers, consumers got tickets to see an acoustic set

RESULTS

  • Over 525,000 live interactions
  • 7 festivals in the US
  • 32.9M cumulative earned media impressions and 87 combined broadcast placements, online stories and media attendee social coverage
  • 2,332 lighters purchased by festivals for VIP programs
  • 6,717 lighters sold at Zippo booth onsite
  • Social Media Growth (2018)
  • Facebook +11% (119,400+)
  • Twitter +2% (8,400+)
  • Instagram +14% (22,300+)
  • On line contest entries – 10,225
  • Over 7.9M impressions on social content
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