Zippo Lights Up Live Music Scene With Bandsintown

Preserving a longtime association with rock 'n' roll

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Waving a lighter in the air has been a live music must since the inception of the rock 'n' roll power ballad. But these days, it’s become far less acceptable to smoke—especially in public spaces such as concert venues—and lighters have been largely supplanted by cellphones in terms of pants pocket real estate.

Rock audiences may now be a sea of blue screens rather than tiny flames, but Zippo is looking to preserve the long-standing association of its product and the music scene through a campaign that not only links bands to its brand, but also turns those ever-present phones into virtual lighters.

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