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Bic Lighters Up The Ante With Poker Deal

  • Brandweek, Thursday, August 31, 2006 1:15 PM
Despite smoking's growing reputation as socially unacceptable, it is readily associated with a number of popular activities, where participants tend to adopt a more lenient attitude. One is poker--a pastime which has long been associated with green felt-covered tables covered with colorful chips under a thick cloud of tobacco smoke. That's why it's not surprising that Bic, which markets lighters as well as pens, has become the official lighter of the "World Series of Poker." The deal includes a marketing campaign with a poker microsite, Visitors can enter a sweepstakes to win two player seats at the 2007 tournament's Main Event poker playing sessions. Users also can upload and customize their personal poker face photo, learn tips about poker-playing "tells," and read the latest poker industry news. The sweeps runs through year's-end and will be supported by print in Rolling Stone and Sports Illustrated and Maxim, and online ads on,, and other Web sites. The effort, which targets 21- to-34-year-old males, also includes convenience store displays, poker-themed lighters and packaging and Bic-branded playing cards, which will be offered to consumers registered in Bic's online database.



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