Bic Flicks Its Way to the Poker Table

CHICAGO -- Bic Lighter is going to join poker chips, beverages and ash trays as necessary card table accoutrements by becoming the official lighter of the World Series of Poker, it was announced Tuesday.

The "What's your poker face" campaign will include a poker microsite, flickyourbic.com, where 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, Sports Illustrated and Maxim, and online ads on AskMen.com, FHM.com, Maxim.com and other Web sites.

G2 Promotional Marketing, New York, handles creative, which targets 21- to 34-year-old males. Other elements will include 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.

The 2006 World Series of Poker, which recently crowned TV producer Jamie Gould a $12 million winner, drew 8,733 players to the Main Event challenges staged at the Rio All Suites Hotel & Casino in Las Vegas, compared with 5,619 players in last summer's tournament. Prize money distributed at the Harrah's Entertainment event totaled $159 million compared with $103 million last year.
courtesy of Mike Beirne

News Added: 31 August, 2006

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