unlimited

Challenge:

Reinvent the Marlboro ranch to attract younger consumers (25-35 years old)

Solution:

Make the ranch an interactive experience where you control the action and everything is within limit. Enter Marlboro Unlimited, 18,000 acres of all-out adventure.

password: alvarez

online gameplay:

Consumers were able to create their own personalized adventure (itinerary) through an interactive map that showcased all 18,000 acres of the Marlboro Ranch.

offline: Direct mail

We sent adventure kits to our consumers who are not on our online experience. These kits included survival tactics, a map to the Marlboro Ranch and a cellphone to RSVP.

kpis:

With 99.9% redemption rate, this promotion became Marlboro's most successful program ever.