U.S.A.
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 events in the music space
- Korn “The Serenity of Summer” Tour
- Festivals – Welcome to Rockville, Carolina Rebellion, Northern Invasion, Rock on the Range, Rocklahoma, Louder Than Life and Aftershock
- Worked with festival partners to design exclusive custom festival lighters
- Contracted Jose Mangin as the “face” of the Encore program and host of popular content series “Dudes Talking S#*t In A Truck”
- Created exclusive consumer surprise and delight programs
- Zippo Hot Seat - consumers got the chance to view performances from areas normally reserved for VIPs, artist’s friends and press
- Zippo Sessions - with the purchase of a Zippo lighter, consumers received the opportunity to see a festival artist play an acoustic set in an intimate setting
RESULTS
- Over 700,000 live interactions
- 21 tour stops and 7 festivals across 28 cities in the US and Canada
- 13.1M press impressions and 32 combined broadcast and online stories
- 4,557 lighters purchased by festivals for VIP programs
- 8,085 lighters sold at Zippo booth onsite
- Social Media Growth (2017)
- Facebook +21%
- Twitter +17%
- Instagram +28%
- On line contest entries – 17,284
- Over 2 million content views
GALLERY
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