In response to the many complains on social media about the loss of its products, American lighter manufacturer Zippo has rolled out a global social campaign #ShareThePain to reach a growing band of people asking about lost Zippo brand.
Fronted by Zippo brand ambassador Jax ‘No Pain’ McFlame, who appears as the toughest guy in the world, the campaign will be hosted on Zippo’s social media channels including Twitter, Weibo, Facebook, YouTube, Tudou, Instagram and Pinterest where McFlame is created and encouraging consumer generated content.
Created by Devries SLAM/Architect, the campaign micro-site sharethepain.hk will be a hub for fans to “share the pain” by offering personalised responses directly from McFlame himself, alongside an entertaining automated video to interacte with users.
The social media push will be supported by traditional media relations, blogger and influencer outreach, and further social media support.
David Warfel, global marketing director, Zippo said: “#ShareThePain will be one of Zippo’s first truly integrated global marketing campaigns to engage Zippo’s target audience. A Zippo lighter is considered by many owners to be a precious and sentimental personal belonging, and it is little wonder so many feel devastated if they lose one.
“We’re always trying to be innovative in what we do with our marketing and digital experiences and through this campaign we hope it really connects with consumers all around the world,” he added.
The #ShareThePain campaign will be activated in nine markets including UK, USA, Germany, France, India, Hong Kong, China, Japan and Korea, where McFlame will be multilingual and responding to consumers in all of these languages.