USA 2019

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 produce compelling content to tell the Encore story throughout the year

E3SIXTY SOLUTIONS

  • Program strategy, event research/negotiation, footprint design, social media management, content strategy/creation, staffing, logistics, and field communication
  • Aligned Zippo with relevant events in the music space
  • Welcome to Rockville, Epicenter, Sonic Temple, Ohana, Aftershock, and Posty Fest
  • Worked with festival partners to design exclusive custom lighters including two festivals Zippo didn’t activate, Hometown Rising and Louder Than Life
  • Added more touchpoints to the consumer activation including a lighter engraver, photo moment wall, and data capture platform
  • Continued working with Jose Mangin as the “face” of the Encore program and host of popular content series “Dudes Talking S#*t In A Truck”
  • 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 exclusive opportunity to see a festival artist play an acoustic set in an intimate setting
  • Ohana Storytellers – facilitated a live discussion between Zippo and Woodchuck to promote their “Fight Fire with Fire” initiative

RESULTS

  • 485,000+ live interactions
  • Attended 6 festivals
  • 21.6M cumulative earned media impressions and 111 combined broadcast placements, online stories and media attendee social coverage
  • 2,400+ lighters purchased by festivals for VIP programs
  • 5,700+ lighters sold at Zippo booth onsite
  • Social Media Growth (2019)
    • Facebook +1.68% (121,400+)
    • Twitter +11% (9,400+)
    • Instagram +17% (26,100+)
  • 8,900+ sweepstakes entries
  • Reach of 3.7M+ on Sessions video streams
  • 2.6M+ impressions on social content
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