REGISTER' PLAY' WIN'

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REGISTER. PLAY. WIN.
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The Brand

• Marlboro is recognized all over the world as the
  leading brand for tobacco products.
• Throughout its over 50 years of brand history,
  Marlboro has stood for masculine freedom, and the
  core values of Marlboro Country limitless
  opportunity, mastery of destiny, freedom and
  authenticity.

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The Challenges

• Restricted tobacco advertising Self-imposed
  marketing restrictions and local tobacco
  regulatory laws have drastically challenged how
  the core target of young adult smokers can be
  effectively reach in a responsible way.
• Driving adult smokers online Past communications
  to the adult smoker marketing database had been
  primarily offline, and the onus was to drive
  adult smokers to interact with the brand online.
• Age verification There was a need to provide an
  online registration process that allowed
  age-verification prior to participation.

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Campaign Objectives

• The campaign aimed to reinforce Marlboros
  leadership position among its core target to
  justify its premium price.
• reward brand loyals
• attract competitive brand adult smokers
• Ultimately, the trailblazing online promotion
  needed to drive product sales of key growth SKUs
  FTB 20s 10s.

All individuals shown in the photos are
age-verified legal-aged adults, min. 18 y.o.
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The Solution

• Marlboro Levels is an online promotion that
  allowed adult smokers to engage with the brand
  online at different levels based on the
  involvement of each adult smoker.

Unbranded Landing/Login Page
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REGISTER. Online registration.
A stringent online qualification process was
needed to assure that each user was a legal-aged
adult smoker.
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PLAY.Basic Mechanics

• Registered smokers used product pack codes to
  play different games on the site

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PLAY.Game Play screen
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PLAY.The Games
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WIN.Prizes were earned 3 different ways

• 1. Instant prizes are unlocked after each level
  is conquered

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WIN.Prizes were earned 3 different ways

• 1. Instant prizes are unlocked after each level
  is conquered
• with the option of giving up the prize to try
  the next level with a bigger prize

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WIN.Prizes were earned 3 different ways

• 2. Apple Macbooks for weekly top scorers based
  on level speed to foster player-vs.-player
  competition

3. A Ducati 848 Superbike as a grand raffle
prize from all pack codes entered in an
electronic draw
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PROMO SUPPORTEmail

• Throughout the course of the promotion, highly
  targeted emails based on user activity was also
  used to drive participants back to the website to
  continue participation.

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PROMO SUPPORTPrint Ads Direct Mail
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PROMO SUPPORTPromoters at Key Accounts Bars
Key Accounts promoters
Brand Ambassadors
All individuals shown in the photos are
age-verified legal-aged adults, min. 18 y.o.
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PROMO SUPPORTPoint-of-Sale On-pack
ON-PACK TEAR TAPES
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PROMO SUPPORTUnbranded online banner ads
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The Results

• 50 increase in sales in Key Accounts for
  participating SKUs during the promotional period
  (April-June 2008 vs. Jan-Mar 2008)

FTB sales in Key Accounts
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The Results

• 141,229 total pack entries
• Over 136K site visits over a period of 3 months,
  averaging around 20 min per visit
• Over 21K new registrations received, 22
  successful age-verifications
• Average 12 participations per active user

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The Results

• Total of 10,851 prizes awarded

All individuals shown in the photos are
age-verified legal-aged adults, min. 18 y.o.
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The Results

• Numerous unsolicited blog entries forum
  discussions

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Conclusion

• The campaign breathed new life to a classic brand
  by connecting with young adult smokers thru
  digital channels.
• The campaign also attracted, identified by name,
  and engaged with adult smokers in a responsible
  way, compliant to tobacco marketing restrictions.
• Online buzz for the promotion was achieved,
  despite not being able to use branded ads online
  and the campaign running prior to the popularity
  of Facebook, Twitter blogger marketing.
• Aside from the high brand engagement, the
  promotional mechanics also strongly linked to
  product purchase which significantly drove
  product sales during the promotional period.

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GAME ON.