To celebrate 4/20, the annual holiday for toking up, BIC is hosting an online treasure hunt and an in-store promotion.
Willie Nelson, Skullcandy, Snoop Dogg, and Adidas collaborated with BIC for a 4/20 activation. On April 17, the campaign kicked off with a scavenger hunt in Weed, California, and a digital billboard in Times Square.
Those who enter their information in the right place will be entered into a drawing to win celebrity-signed prizes. BIC collaborated with Doner CX and Merkley+Partners on the campaign in addition to media agency M Booth.