The Zippo Manufacturing Co is a true promotion marketer that regularly uses musical events as the backdrop to stage sweepstakes and giveaways, to showcase its lighters and branded merchandise and to infiltrate the brand into the music lifestyle culture. It also uses the venues to capture consumer data and build on its database of brand advocates, all in its quest to increase marketshare.
Zippo’s latest promotion ties to 80 musical events across the U.S. that began this month and take place through the fall. Musical events are a proven venue for Zippo. In 2010, it sponsored six musical events in China where sales improved by 20% and a 2,133-person database was generated.
This latest campaign, handled by Cenergy, is called “Zippo Encore” and tagged “Rock On.” It is intended to continue the top goal for all of Zippo’s musical sponsorships, to increase Zippo product awareness and sales among males 18 to 35.
At each of the performances, Zippo will have a flame-themed, metal kiosk (10’ x 10’ at indoor shows; 10’ x 20’ at outdoor), staffed by t-shirted brand ambassadors who will encourage participation in the promotions, as well as vend Zippo lighters.
Attendees can participate in the “Tweet & Greet Tweetstakes” by sending a tweet on “why Zippo rocks” to @ZippoEncore, hashtag #zipporocks. At each concert, two tweeters and a guest will be invited backstage to meet the featured band.
All attendees will be offered free music downloads, up to 10 each, courtesy of Zippo. The online activation code will appear on 30,000 handout cards with information on the flip side about Tweetstakes.
A dedicated website for the tour will include all of the musical acts and information, the Tweetstakes, streaming tunes and videos, and ongoing “roadie” tour blogs by different Zippo ambassadors. There is also a link to Zippo’s e-retail site.
The first tour, the “Avalanche” is underway through April 25 and includes 21 performances in 17 states, from California to Rhode Island, at each of which Zippo will be the largest, and presenting sponsor. Next is the “Mayhem” tour, featuring Slipknot, which will include 26 performances in 23 states, Washington to Georgia, between June 30 and Aug. 5. Finally, the “Uproar” tour, with venues and acts still to be determined, will extend from late summer into early fall.
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