Shine Papers Mines Digital Gold With ‘Shine Day’ Annual Promotion


With its twenty-4-karat gold rolling papers crafted from edible gold, standing apart from the crowd is a thing Shine Papers does really properly. Which is specifically what you’d anticipate of a enterprise whose flagship item was born on the heels of a night’s partying in Las Vegas. It comes as no surprise the company’s annual prize-packed Shine Day occasion began out significant and is having bolder and shinier each year, garnering the consideration of fans and media across the United States. From its household town of Mount Pleasant, South Carolina, to the sunny shores of California—and everywhere in between—Shine Papers is gaining momentum.

An inspired concept
Hosted annually on February four (aka two/four, as in 24K) “Shine Day sends participants all through their respective cities, in a scavenger-hunt-style race for the ultimate prize of a famed ‘gold briefcase’—filled to the brim with Shine, Pure Leaf, and Blaze By Shine swag,” Shine Papers Public Relations and Events Manager Camille Livesay mentioned in a current press release. “Participants have to comply with clues that are dispersed by means of e mail, social media, and in-individual in order to win the contest.”


Shine Papers founder and Chief Executive Officer Dave Brown is the thoughts behind the occasion. He and the company’s inventive group have been inspired by Amazon Prime Day. A great deal like the e-tail giant, Brown wanted to build an occasion that basically would “take more than a day,” turning all thoughts and consideration to Shine items rather than after-yearly bargains on an Immediate Pot.

A lot of preparing goes into the occasion. “We commence preparing the forthcoming Shine Day as quickly as one particular is complete—sometimes prior to,” Livesay told mg. “We’re continuously operating to develop, evolve, and enhance, so the brainstorming by no means ends. We invest properly more than 1,000 man-hours into every single Shine Day.”

As proof the team’s efforts are not in vain, Shine Day 2019 saw quite a few thousand participants, a 300-% improve more than turnout for the 2018 occasion. “We had a lot of new competitors, which brought some fresh blood to the competitors,” mentioned Livesay. “We also had returning competitors, particularly from Canada’s Shine Day, who competed for the digital circumstances.”

For this year’s U.S.-primarily based occasion, person scavenger hunts took location in nineteen big cities: Atlanta, Austin (Texas), Boston, Chicago, Denver, Detroit, Houston, Las Vegas, Los Angeles, Miami, Minneapolis, New York, Philadelphia, Phoenix, Portland, San Diego, San Francisco, Seattle, and Washington D.C. Every place awarded one particular grand prize with an further 4 prizes offered to digital participants by means of an on line version of the hunt.

Develop and evolve
As the occasion grows year right after year, new prizes and tips are incorporated. Shine Day 2019 prize packs integrated a wide wide variety of items not only from Shine, but also from brand partners. “Our partners hooked us up with vitamins from Cannassist, cannabis greeting cards from Kush Kards, CBD sodas from Sprig, and CBD gummies from Sunday Scaries,” mentioned Livesay. “In addition to several city-wide scavenger hunts, this year we hosted our initially-ever Shine Day pop-up occasion. We took more than famed Los Angeles dispensary LA Kush for the evening and produced it our personal.”

Generating an look at the pop-up occasion was Shine Jesus, a well-known, selfie-worthy ambassador of the Shine Papers brand. With just more than 14,000 Instagram followers in much less than a year, the recognition of the enjoyable figure is rapidly on the rise—as are the quantity of fan photographs in which he seems. “Shine Jesus is an influencer turned brand ambassador for Shine,” mentioned Livesay. “He goes out to events on behalf of the enterprise to ‘spread the superior news.’ He has a truly excellent presence and power and has a knack for connecting with individuals. He’s scheduled for more than twenty events this year all about the nation, largely outside festivals, to ‘bless’ the attendees with Shine items.”

Livesay mentioned the future holds even far more fascinating modifications. “Next year marks year 5 of Shine Day, wherein we will expand to an international Shine Day and expand our partnerships to make the prizes even far more robust for our participants.”

Sharing the social media like
According to Livesay, Shine Day is about providing back to supporters of the Shine brand far more than promotion of the brand itself. “Our quantity one particular target with this occasion is to say thanks to our supporters,” she mentioned. “Whether that is prizes for the contestants or social media development for our brand partners and shops, we are delighted to give back to the individuals who give so considerably to us.”

With 278,000 Instagram followers, development from this year’s occasion has been hard to gauge. “We see development to our web page in 1,000 increments, so it is feasible we gained some new followers, just not really adequate to make a massive dent,” Livesay mentioned. “Social media development is not truly the intention of Shine Day, which is why there is not considerably, and although we like social media like, what we truly appear to our social media platform for is engagement on that day.” Even though, she continued, “The occasion increases site visitors every single year. On the day of the occasion, we acquire an remarkable spike in webpage visits, which inevitably translates into sales.”

In addition to Instagram and, the enterprise utilizes Facebook, Twitter, e mail lists, and “face-to-face guerilla advertising techniques with [our] street group, [whose members] are dispersed in cities all through the U.S.” in order to spread enterprise news and expand the attain of Shine Day


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