Zippo is using social media marketing in a bid to boost its lighter brand's appeal to younger consumers, fewer and fewer of whom smoke. A campaign built around the #ShareThePain hashtag asks Zippo fans to discuss tales about lighters they treasured and lost. "We're constantly working to keep younger consumers engaged. ... We want to be involved with our consumer in a way that means something to them," Zippo's Brent Tyler says.

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