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
GALLERY
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