Famous for its windproof pocket lighters, Zippo® has partnered with Bandsintown, the world’s largest concert discovery application with a monthly reach to over 30 million fans, to further strengthen the brand’s connection with musicians while generating new revenue opportunities for artists through custom Zippo merchandizing on social networks.
The partnership between Zippo and Bandsintown centers on music and how to engage with artists and their fans in innovative new ways:
Brent Tyley, Zippo's Global Brand Manager states that:
“Zippo’s music marketing program – Encore – highlights our rich heritage in music and art through unique on-site festival activations, contests, and impactful programs that engage fans both online and off,” and “Through our Virtual Zippo Lighter app and our partnership with Bandsintown, we can now more deeply engage with Bandsintown concert-goers during live music events, bringing the same look and feel of Zippo’s iconic lighter to mobile devices. What’s more, Bandsintown Specials offers us a strong grassroots distribution channel to collaborate with artists to sell customized lighters to their fans.”
The CEO of Bandsintown, Julien Mitelberg had this to say:
“We are now starting to see how music is becoming an increasingly critical part of a brands marketing mix,” and “Through our Artist Platform, we are now connecting 160K artists with their fan base and with this announcement, we are evolving our business to help artists and brands align.”
An early example of the partnership is on display by metal band and Bandsintown artist Battlecross. Using Bandsintown Specials, the band’s management team polled their nearly 40,000 Facebook fans on which Zippo Windproof Lighter out of four custom designs they would like to see put into production, with hundreds of fans chiming in to voice their opinion. The final design was selected and is currently on sale for $29.95 through the band’s Facebook page.
Velda Garcia Fayz of the Fayz Media Group (who manages Battlecross) stated that:
“The engagement between Battlecross and its devoted fan base was through the roof, which demonstrates how fruitful this partnership between Zippo and Bandsintown can be for artists and their fans,” and that “The fan response was the most responded to post in the bands’ history, giving an opportunity for brands like Zippo to be part of that engagement and benefit by investing directly into reaching fans through mobile platforms and social media marketing.”
Zippo Encore, the company’s music campaign, has been on the road this summer sponsoring three of 2013’s biggest summer tours: Rockstar Energy Uproar Festival, featuring Alice In Chains, Jane’s Addiction and Coheed and Cambria; the 6th annual Rockstar Energy Drink Mayhem Festival, featuring Rob Zombie, Five Finger Death Punch and Mastodon; and country superstar Lee Brice’s tour with Brad Paisley. Also in summer festival news, Bandsintown is the official Facebook application of the 2013 Vans Warped Tour for the second year running.
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Global Metal Apocalypse