Launched today, the #ShareThePain campaign is fronted by a Zippo character, Jax ‘No Pain’ McFlame, the toughest guy in the world. He is so tough he feels no physical pain, but when it comes to losing a Zippo lighter, the pain breaks him. Jax and the campaign is introduced to consumers via a hilarious short film seeded out across key video sharing sites targeting Zippo’s 18 to 24 year old audience. This is supported by traditional media relations, blogger and influencer outreach, and further social media support.
Jax will be on hand throughout the campaign on Twitter to commiserate with all consumers and influencers who post about their lost Zippo lighters, providing personalized responses and words of wisdom to help consumers through this tough time. The entire campaign is crafted with humor at the heart of it, purposefully over-dramatizing the “unbearable” pain consumers feel when they lose their Zippo lighters. In doing so, Zippo draws attention to just how precious and personal a Zippo lighter is to its owner.
The campaign crescendo, a few weeks into the campaign, will see an interesting twist in Jax’s dialogue with consumers. An exciting campaign element, set to ignite further engagement and conversation across social media channels amongst the target audience.
