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
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