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.
Smartphone Cigarette Sharing
Marlboro Bump a Smoke Suggests a New Way to Bum a Butt
Trend Themes
1. Virtual Swapping Systems - Opportunity for the development of apps or platforms that facilitate the exchange of virtual goods for physical ones.
2. Microtransaction Economies - Potential for the creation of microtransaction models where users can make small digital purchases or exchanges.
3. Shared Consumption - Rise of sharing economy concepts applied to consumable goods, allowing for more efficient resource allocation.
Industry Implications
1. Mobile App Development - Opportunity for mobile app developers to create innovative platforms that facilitate virtual goods and physical goods exchanges.
2. Retail - Retailers could explore the implementation of virtual currency systems to incentivize customer loyalty and increase sales.
3. Social Networking - Social networking platforms could integrate virtual swapping features to enhance user engagement and create new monetization opportunities.