Zippo looks to music fans to light its fire

04/24/2012 | MediaPost Communications

In homage to the habit of using hand-held lighters to call for concert encores, Zippo has started sponsoring musical events such as the Avalanche tour featuring Shinedown. Zippo's campaign through Cenergy will include concert signage, "Tweet & Greet Tweetstakes," social media selling and online merchandizing to capture a younger demographic for the venerable lighter brand.

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