Digital Chatter and Bic Lighters by Paris Daniell

Digital Chatter ! about! ! Lighters Paris Daniell – Account Planner Academy of Art University

What Bic is saying! in the digital space. Slideshow of different Bic lighters on homepage. Account access which provides you no features except a newsletter. Intended message of website is unclear, provides little relevancy for potential Bic customers. Product info and two different advertising entertainment outlets on ﬂickyourbic.com website.

How is Bic currently engaging the digital audience? Selling lighters with fantasy NASCAR and Design-a-lighter workshop. Seriously? “Being featured in the Design‐A‐Lighter Gallery in no way reﬂects the possibility of the Submission being considered for use on Flick Your BIC packaging or adverEsing.”   What does this actually say for Bic lighters Semi-functional paint shop, where you can create your own as a brand in the digital space? Not a whole lot. Bic graphic and upload it to a gallery. Lack of relevance for the actual target audience After your work of art is ﬁnished you can email your lighter to a stimulates very little digital chatter, crippling the friend, making it “viral”. effectiveness of their “viral” advertising. There isnʼt much incentive to this advertising diversion other than a chance to make it Into the featured gallery (see quote above taken from T&C).

Quantiﬁed ﬂickyourbic.com participators. A glimpse at the demographic. March/ 31/ 2009

What are people saying about ! flickyourbic.com? Bicʼs advertising hasnʼt influenced participators that visit their “viral” website. A search in Google brings up no non-paid links relating to the online content that Bic provides. Whatʼs being said after they spend time at the destination? Nothing is being said about fantasy NASCAR, or how cool their virtual lighter design is. The online experience that Bic provides is one that generates very little digital chatter. There is a huge incongruence in what the consumer is saying about Bic compared to what Bic is saying as an online destination. Aquot;er researching the digital cha0er surrounding Bic,   I have found there are different categories that   conversa9ons about Bic fall into.   So what's really being said about Bic?

karllaubartwork: Justiﬁed for standing on my chair with a Bic lighter yelling encore at my daughters 5th grade band concert! police Celebration escort out (ouch!)  thecapitan: I just taught our worship coordinator how to use a Bic Lighter!   Seriously! beverlyinart: @Stranahan Wave a Bic Lighter in the air! Symbolism rrhobbs: Free Bird! Free Bird!! (swaying, waving bic lighter...) ♫  Music Appreciation The show ended, they left the stage, and I remember burning my thumb while holding a Bic lighter high up in the air for what seemed like forever, and it stayed lit until Crosby, Stills & Nash did an encore. Thanks guys. Enjoyed http://idonthavetimeto.wordpress.com/2009/03/06/is-it-live-oris-it-minorex/ drakesizzle: Hello friends, I'm in love with my new song.   I'm bored. I have a bic lighter in my hands. The End.    Everyone was holding up their lighters. It was like being *in* a night sky, with stars twinkling all around you. ENCORE!! WE WANT MORE! In real life, this was awesome - there were about 45,000 bic lighters lit up at once! http://www.oldbuckeye.com/pontiacsilverdome77/

anjuili: Smores made with a bic lighter: not the best method, but still tasty   Curious poleclimberben: @consectarius WD 40 and a bic lighter seemed to work wonders on my ﬁre ants. quite entertaining as well. wind gusts are havoc on leg hair   Mischievous Urban Dictionary: Bic 71 up, 51 down A 'Bic' is the most common type of lighter available. Tried, trusted and relatively inexpensive, its the only type of lighter I use. My father taught me the most important recipe I ever quot;Pass me the Bic, so I can light my cigarette.quot; learned. To make ﬁre you need: Trusted heat (bic lighter) fuel (newspaper, dry grass, branches) Traditional and air. rparmenter: How to spot a classy lady: the retractable Bic lighter lanyard dangling from her belt loop. Personality The apple crisp became a birthday cake stand in and in lieu of candles I blew a bic lighter out over the crisp 29 times in a row. (harder than it sounds) I once again felt very loved, I have good friends here in Vancouver. http://walterinvancouver.blogspot.com/2009/03/and-now-we-are-29.html Representative

Quality Open Beer Bottle with BIC Lighter and a little bit of leverage - taservictim h0p://www.youtube.com/watch?v=ieK3_X6Vc5c  svandoren: just fished a Bic lighter out of the washing machine. Either Bic lighters are getting tougher, or my washing machine's a pussy.   fluxion23: Just experienced that rare occurrence Lasting where I used an entire Bic lighter before losing it. chancegilmore: Used up a whole Bic lighter for the first time Bold before I lost it, or it got taken by accident. Alright! benmarvin: Pro Tip: Nose-hair trimmers are expensive and complicated.Be a man and use a Bic lighter. tdoster: just harvested the flint from a Bic lighter Useful to fix my zippo lighter - pretty cool Some people might say it's not a very smart idea to throw 6 Bic lighters into a blender. Disposable Those people would be right. Blendtecʼs will it blend? A few words about disposable lighters One of my earliest memories is of sitting in my parents' chevy blazer at an old drive-in movie theatre, and during the intermission, they showed commercials, and one of those commercials was two Bic lighters talking to each other. I donʼt remember anything about the movie, but I remember those lighters. Remember, you can never have too many lighters, because you will eventually lose them all. -Bob h0p://evil‐bob‐420.livejournal.com/ 

Stolen nevewers: WHERE'S MY BIC LIGHTER?..... WHERE IS IT ????...CALL THE ARMED GAURDS.  greg53: The Bic lighter is somewhere on the top ten list   of missed things in a post apocalypBc world  No‐one knows when the ﬁrst Bic was stolen but I'm sure it was shortly aquot;er the second it was ever created.   Some purposely steal the lighter but I believe the majority of incidences are accidental.  Few ever wonder of the phenomena but I feel that it is due to quot;muscle memory”. – myspace.com/stolenbic   Treasured Teacherwalt: just went for a very short walk to Whittington park and back. Found a Bic lighter. Helene Silberberg wrote: Friends' Bicʼs feel just like your own, in the Hand. That's why Bic stealing is on the rise! (be careful, keep track of #1 light) Social

Tricky Youtubable Playful Tossinʼ Da Flame This game has been called many things, flicking your Bic, tossin' da flame, the lighter game. With a similar concept of quot;hackie-sackquot; except using the top of your hand instead of your foot. The game has taken off and is played by many people for many different reasons. We're extremist. Only to be played with a mid to fully fluid loaded Bic Maxi (standard) lighter.

Where are people having conversations about Bic?

What are the things that spark conversations about Bic? Boredom Blowing stuff up Improvising Friends Quality Customizing Social Stealing Games Music Events Apocalyptic survival Relishing the power of ﬁre Disposability Doing it yourself Lighting things on ﬁre Tinkering

What is the underlying idea of these conversations? Celebration Fire love King of Expression Symbolism Showing off Music Appreciation You tube Tricky Enjoyed Playful Representative Bored Prankster Personality Wizards of ﬁre Mischievous Adventurous Traditional Stolen Curious Trusted Guarded Treasured Bold Social Saved Lasting Forgotten Knight of quality Where’s my Bic? and disposability Quality Useful Disposable

Flick your Bic for insight. Bic can engage digital participators with their online advertising by listening to the digital chatter that’s going on. ! Bic is already seeded within modern Insight on these conversations promotes culture, it would be ideal to embrace it’s effective and creative advertising by creating current placement and inject it into relevant digital interruptions and diversions.! popular culture through advertising. If Bic were to create a new digital experience that matched the interests, tone, and chatter of the current audience, they could draw a new attraction from a broader audience. Ensuring the survival of the “tried and trusted” lighter that we call Bic.!

Paris Daniell – Account Planner Academy of Art University

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Digital Chatter and Bic Lighters by Paris Daniell

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