Zippo Gaming

Creative Campaign + Activation

Zippo, the lighter company, created handwarmers to sell to their outdoor audience: campers, surfers and those who love to fish. We noticed that their product had a use in an unlikely category, gaming. Professional gamers were being spotted using hand warmers in their pre game warm up which sparked an idea to go after the gaming category. Since Zippo hand warmers improve the performance of your hand dexterity and reaction time, we put it to the test with the best players and top streamers of Twitch. We know our audience is reliant on two things: Influencers and Reviews. Using this information, we decided that the Zippo Code Red 2v2 Tournament was an authentic way to engage the audience with our product while entertaining them. Giving the tournament participants the hands warmers beforehand, allowed them to give a review of the product real-time.

With only 1/2 the of the budget of what was given to the outdoors audience, we had more reach, impressions and 2X the sales of handwarmers with our campaign. In addition to the tournament, there was a spot and matching banner/video assets created. This led Zippo Gaming to create new Twitch Emotes and eventually partner officially with Chicago Huntsman / NRG.