With the 19th driving of the Zippo 200 scheduled this past weekend, NASCAR enthusiasts descended on Watkins Glen. Given that hoards of outdoorsmen would be gathering in one place, at a race Zippo sponsors, the company was eager to show off its killer new outdoor line. The full range is set to hit stores in the spring of 2013, but some smaller items are on shelves now.
Tasked with figuring out a way to get attendees involved and interacting with Zippo’s products, Cenergy created the Ultimate Outdoor Challenge—a contest only a true outdoorsman (or woman!) could own. Attendees signed up to compete in backpack packing, tent pitching, wood stacking and knot tying races, and those who excelled walked away with cold hard cash.
Meanwhile, other fans were directed to the Zippo trailer, a stunning exhibit that showcased Zippo’s outdoor line and classic products. Over two days time, more than 20,000 impressions, based on foot traffic past the activation, were tallied. More over, 2,000-plus people directly interacted with the outdoor line.