I myself don't smoke, but I can see the appeal of this Marlboro Bump a Smoke scheme, should it work in practice. This interactive campaign was developed in response to a common problem among smokers, that purchasing a whole pack of cigarettes isn't economical for social smokers, while constantly handing out one at a time to those occasional smokers is a waste for those who nurse a steady habit.
The solution is an swapping system, that eliminates the one-sided generosity of certain groups. Someone interested in the odd single cigarette can purchase a pack of virtual smokes within an iPhone app, and give up a single cyber stick in exchange for a real one from someone with a full pack. With the Marlboro Bump a Smoke scheme, social smokers end up paying for what they use, and when avid smokers accumulate a complete virtual pack, they can redeem it for a real one at any store.
Stats for Smartphone Cigarette Sharing
Trending: Older & Buzzing
Research: 18,224 clicks in 260 w
Interest: 4 minutes
Concept: Marlboro Bump A Smoke
Related: 73 examples / 56 photos
Segment: Neutral, 18-55+
Comparison Set: 27 similar articles, including: self-descriptive devices, cellphone-inspired stencils, and supplementary smartphone controllers.
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