Cigarette brand Marlboro has developed mobile offerings meant to increase the link between consumers and the Marlboro Ducati Racing Team. The branded iPhone game was created as part of a campaign in the Dominican Republic to target young professionals between 22 and 38 years old.
“The strategy behind adding a mobile component, was to use a consumer engagement solution in bars, clubs and lounges …The idea was to use devices and solutions that are innovative and to attract people with a relevant solution for the brands and the motorcycle activity,”.
The objective was to develop a consumer engagement experience in which participants would enjoy the apps, while increasing their interaction with Marlboro and Ducati. Mobile allows for fast and simple connectivity through WiFi, which allows for real-time reporting.
From Mobile Marketer at http://bit.ly/JsVmI
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