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.