NEW PHASE ADDED!

We know instantly what it is when we hear it -- that distinct metallic ping of a Zippo lighter opening. From G.I.s taking a well-deserved break to the Rat Pack’s heyday at theSands, Zippo brand lighters are a true American icon. Made at their factory in Bradford, PA, their clean lines and sleek simplicity have been turning heads for over eight decades.

But, Zippo doesn’t just make awesome lighters; they also have a rich history and passion for music - hence the reason they started the Encore initiative last year. Zippo Encore provides music lovers with unique access and experiences to some of the top music tours. In 2013 hostess Jayme Foxx traveled the summer music circuit and gave us a behind the scenes look at some of rock and country’s hottest concerts, with a 2014 slate that includes the Counterpoint Festival, Carolina Rebellion, Rock on the Range, Rocklahoma, Jerrod Niemann (opening for Keith Urban), Rockstar Mayhem Festival and VOODOO Festival.

This year Zippo Encore and Jayme Foxx are back for another music-packed summer and they want their video content to be cooler and more engaging than ever. That’s why they’ve asked the Tongal community to help them formulate a new Content Strategy and now they want MORE so we’ve added a WHOLE NEW PHASE to this project! Please read the Objectives section for all the awesome details.

The goal of this project is to provide a Content and Execution Strategy for Zippo Encore. A Content Strategy is marketing speak for a cohesive theme that drives the creation and distribution of video content. An Execution Strategy is detailing how you would actually implement the proposed Content Strategy. The Zippo Encore team wants you to take the winning Content Strategies to the next level by providing a treatment and/or storyboard on how you would actually execute them.

--All Tongalers are eligible to participate in the new Execution Strategy phase. It does not matter if you participated in the previous phase or not.

--Your Execution Strategy must include a supporting document which answers the questions below. (Please make sure your supporting document is in an editable format i.e. Word, PowerPoint, etc. No PDFs please.)

1.Overarching Theme / Brand Tie-In – give us your take on the Zippo brand and how your idea connects the content, the brand, and the consumer together.

2. Content Format / Execution – provide detailed descriptions of how you would structure and format the video content. Feel fee to include graphics / visuals to help illustrate or storyboard your idea, to include:

• How would you physically execute the idea? How would the different video elements be edited together to create an engaging, sticky, shareable piece of content – what is the "wow" factor?
• If the idea involves fans, people from the crowd, etc., how would you find those people, prep them for what is about to happen on camera, and ensure you will get a performance you can use?
• Keep actual logistics in mind, the size of the venue and crowd, backstage chaos, crew size (1 cameraman, 1 on-camera hostess)) and consider how you would get the best production value.

3. Content Engagement  - how would you utilize social media and leverage the Zippo Encore website to drive awareness and viewership of the content?

4. That's A Wrap! - bring it all home – summarize your content creation, format, theme and engagement plan, tying everything back to Zippo Encore.

Please keep in mind that Zippo is NOT looking for a complete departure from what they did last year. They feel comfortable with the current music festivals they are aligned with and Jayme Foxx will continue providing behind the scenes looks and interviews with the artists. They would like you to watch their existing video assets and consider how Zippo should create compelling content that follows a storyline or common thread throughout their summer on the road. How could everything make more sense from a brand storytelling perspective and how can we turn up the heat on Zippo Encore? The content ultimately needs to appeal to 18-35 year old “dudes” who are family friendly, USA proud, and live for music and fun. Ask yourself, if I were an 18-35 year old dude, what would I want to see and where would I be watching it?

Below is the list of the music festivals that Jayme and Zippo Encore will attend this summer.

Rock

Carolina Rebellion

Rock On the Range

Rocklahoma

The Rockstar Mayhem Festival tour

Country

Jerrod Neimann (opening for Keith Urban)

Hipster

Counterpoint festival

Voodoo Festival

Key Logistical Considerations

Jayme will be onsite for one day each at Mayhem, Voodoo, Carolina Rebellion and Counterpoint, and three separate show dates with Jerrod Neimann (country artist). Additionally, she will be on set for an entire day for recaps, bumpers, intros/outros, etc., to get all the interstitial bits. The cameraman will be at all these events PLUS Rock On The Range and Rocklahoma, so there will be two more shows that Zippo will have a presence at, and where footage can be shot, but will not have Jayme. These logistical limitations should be considered in the execution strategy.

--Key Marketing Messages: Zippo is an American made and American proud brand that loves live music just like you do.

--Target Audience: The middle income, 18-35 year old “dude.” They are family friendly, USA proud, and live for music and fun.

--Executional Mandatories: Content should show Zippo’s comfort in the music space. While they don’t require a heavy brand presence when possible they would like to show performing artists interacting with custom lighters they’ve created.

--Tone: Not aggressive or in your face with an informal, relaxed, “guy next door” sort of feeling.

This Project will be worth a total of $11,000 and consists of two Phases: a Content Strategy Phase (already completed, please see the winning Content Strategies here) and an Execution Strategy phase. Be sure to read the following information carefully as well as the Official Rules.

PHASE 1: Content Strategy (Already complete, please see the winning Content Strategies here)  – Tell us your Content Strategy for Zippo Encore’s video content in 500 characters or less. Entrants can also upload a supporting document to further articulate their Strategy. The winning Strategy creators will receive $1,000 each.

PHASE 2: Execution Strategy  – Tell us your Execution Strategy for Zippo Encore’s video content in 500 characters or less along with a supporting treatment and/or storyboard. Please refer to the winning Content Strategies. The winning Execution Strategy creator will receive $2,000 and four other winning Strategies will receive $1,000 each.

1. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.

2. In the event you utilize any third party materials, such as music provided by a third-party music provider not provided by Tongal, you must obtain full written license and consent from the owner of such third party materials and provide such license and consent forms to Tongal.

3. BY SUBMITTING AN ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES – SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE OR VIDEO HOSTING SITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL.  FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.

4. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.

5. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.

6. Limit 5 submissions per member, per Phase.

7. You must be at least thirteen (18) years or older to enter.

8. Winners must complete the Tongal W-9, Winner Affidavit, and IP Assignments.

9. See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.