Interactive mobile campaign by Marlboro in Japan

I generally don't like to support anything relating to cigarette smoking. But as I was in Tokyo this week speaking at Mobile Monday, I heard of a recent Marlboro interactive mobile campaign which had some good elements that we can learn from in any market.

Marlboro printed a unique code into every one of their cigarette packs, visible only when you opened the pack, on the inside of the lid. The smoker was asked to send that code to the Marlboro phone number in Japan, to register his pack of cigarettes. Every pack had a chance to win. This was tied to the Formula One sponsorship, so there were hats, t-shirts etc to be won daily, weekly, monthly etc. Then the grand prize was a trip to the Formula One factory.

The cleverness of the campaign is the usage info that Marlboro was able to collect on its customers. They would have the same phone number reporting on every pack of cigarettes that the person would consume. Some smoke one pack a day, others one pack per week, etc. And Marlboro obviously would also now have the phone numbers of its smokers, certainly any who would also be a fan of car racing.

This is not engagement as such, the Marlboro customers were not co-creating the experience, it was only an interactive campaign. But still, shows what can be done with a simple mobile campaign.

Comments

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