BIC is using modern smartphones as a marketing tool to promote its lighters. The company has launched the BIC Concert Lighter application to address the concert-goers and their “need” to signal appreciation of a particular song or to request an encore. Actually, it seems to me their marketing folks (or an ad agency) thought they need to figure out “something innovative” and decided to go for the growing number of smartphone users.
The application is available on multiple platforms — including the iPhone/iPod Touch, BlackBerry Storm and a number of Android-powered devices. You can select a design of the lighter, “experience BIC’s authentic flick sound,” and zoom-to-flame (when application is running in the so called concert mode).
Additional information is available from here and iPhone/iPod Touch users can grab BIC Concert Lighter from here (iTunes).
BIC Concert Lighter (FREE) [iTunes link]