Dive Brief:
- 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 use an interactive map to search for the lighter in towns that conjure thoughts of marijuana, such as Blunt, California, and Pottsville, Pennsylvania.
- BIC’s “The Most Borrowed Lighter” campaign is now in its third year with the latest activation including a recut of a commercial released earlier this year, in which Martha Stewart and Snopp Dogg encourage consumers to search for the missing lighter, as well as an out-of-home execution in Times Square and social posts from the three celebrities.
Dive Insight:
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 in the cards from the beginning. After all, the noted pot smokers need to use 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 supplement and mood stabilizer, marketers are becoming more comfortable with campaigns timed around 4/20, which has a rich history as a stoner holiday. A number of the companies activating around the date have been in the food category.
As the day gains steam, however, companies in other categories are getting into the mix. 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 giant digital billboard in Times Square promoting the scavenger hunt. The contest’s interactive map highlights the many areas in the country that can be associated with marijuana. In addition to the two cities already indicated, the list also includes Hollywood Bowl, California; High Rolls, New Mexico; and Stoneville, North Carolina, among others. For those who select the correct hiding place — it’s Weed, California — the website reveals an on-the-ground billboard in the town featuring Nelson and the missing lighter.
Fans who choose the right location can enter their information for a chance to win exclusive merchandise signed by the three celebrities.
BIC worked with media agency M Booth as well as creative partners Doner CX and Merkley+Partners on the campaign.
