- BIC is launching a virtual scavenger hunt and out-of-home activation tied to pot-smoking holiday April 20, or 4/20, per details shared with Marketing Dive.
- The premise behind the scavenger hunt has Willie Nelson borrowing Snoop Dogg’s EZ Reach Lighter and failing to return it. Fans can visit a website to make use of an interactive map to go looking for the lighter in towns that conjure thoughts of marijuana, akin to Blunt, California, and Pottsville, Pennsylvania.
- BIC’s “The Most Borrowed Lighter” campaign is now in its third 12 months with the most recent activation including a recut of a business released earlier this 12 months, during which Martha Stewart and Snopp Dogg encourage consumers to go looking for the missing lighter, in addition to an out-of-home execution in Times Square and social posts from the three celebrities.
Having previously launched “The Most Borrowed Lighter,” a wink-and-nudge campaign featuring Willie Nelson and Snoop Dogg, a 4/20 activation from BIC was likely within the cards from the start. After all, the noted pot smokers need to make use of something to blaze up.
As the national conversation around marijuana has shifted from labels like “gateway drug” to it more often being viewed as a medicinal complement and mood stabilizer, marketers have gotten more comfortable with campaigns timed around 4/20, which has a wealthy history as a stoner holiday. Quite a few the businesses activating across the date have been within the food category.
As the day gains steam, nevertheless, corporations in other categories are stepping into the combination. In addition to BIC, headphone maker Skullcandy introduced a line of earbuds, “Grind Haze,” inspired by a strain of cannabis, and Adidas is releasing a shoe wrapped in light-brown rolling paper.
BIC’s cheeky campaign launched on April 17 with a large digital billboard in Times Square promoting the scavenger hunt. The contest’s interactive map highlights the numerous areas within the country that will be related to marijuana. In addition to the 2 cities already indicated, the list also includes Hollywood Bowl, California; High Rolls, New Mexico; and Stoneville, North Carolina, amongst others. For those that select the proper hiding place — it’s Weed, California — the web site reveals an on-the-ground billboard within the town featuring Nelson and the missing lighter.
Fans who select the appropriate location can enter their information for a likelihood to win exclusive merchandise signed by the three celebrities.
BIC worked with media agency M Booth in addition to creative partners Doner CX and Merkley+Partners on the campaign.
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