Exclusive: Where Is Snoop Dogg's EZ Reach Lighter? BIC Lights Up America To Find Out In A 4/20 Campaign Featuring Willie Nelson And Martha Stewart

BIC BICEY, a world leader in stationary, lighters, and shavers, is calling on consumers to help find entertainment superstar Snoop Dogg’s BIC EZ Reach Lighter which was “borrowed” by music icon Willie Nelson in the most recent spot launched by the brand.

Nelson joined Snoop Dogg and lifestyle innovator Martha Stewart earlier this year for the third iteration of BIC’s viral EZ Reach Lighter campaign, “Most Borrowed Lighter,” which reinforces the pocket-sized lighter’s 1.45-inch extended wand that helps light hard-to-reach places and helps keep fingers away from the flame.

Willie Nelson has borrowed Snoop’s BIC EZ Reach lighter for a tour of America’s most “herb-friendly” cities like Blunt, CA, Pottsville, PA, Weed, CA, Stoneville, NC, Reefer City, CA, and others. With the help of Snoop and Martha, BIC EZ Reach is lighting up the ultimate search party for the ultimate lighter with an epic sweepstakes. Starting April 20 through April 30, consumers can visit FindBIC.com to virtually engage with a search map of possible herb-scented locations Willie may have hidden Snoop Dogg’s borrowed lighter.

Once consumers have spotted Willie with Snoop Dogg’s lighter via a unique out-of-home display, they’ll have the opportunity to enter for a chance to win exclusive signed merch by Willie Nelson, Snoop Dogg and Martha Stewart.

“The BIC EZ Reach team had a lot of fun with this 4/20 BIC Lights Up America campaign. By leveraging three icons — Willie Nelson, Snoop Dogg and Martha Stewart — known for frequently using a lighter, we were able to cleverly engage with consumers and tap into the 4/20 subculture through elements like igniting the ultimate lighter (digital) search party in herb-named locations across the United States and popping up with street art of Willie with Snoop’s missing BIC EZ Reach lighter in the actual herb-named town. BIC EZ Reach is lighting up America!,” Jeany Mui, brand director, BIC Flame for Life, told Benzinga.

The 360-marketing campaign kicked off with a giant digital billboard at One Times Square on April 17, along with a campaign video featuring Stewart and Snoop Dogg rallying consumers to help with the joint search for the borrowed lighter.

Martha, Snoop and Willie will also be promoting the sweeps with social posts, setting up the call to action to find Snoop Dogg’s BIC EZ Reach Lighter.

Photo credit: Ryan Workman and Mt. Shasta Brewing Co. (Weed, CA)