Marlboro Menthol Chasing Midnight (Integrated Promotion)
How do you convince an audience who is always seeking new and different experiences that you’re an expert in the after hours? By documenting and delivering one epic night out in every single time zone on the planet in one massive promotion. Nearly 1,000,000 visitors spun the globe for a chance to win a trip to whatever nightlife hotspot they landed on. Unique bite-size content from 24 cities around the globe was captured, created and posted for visitors to explore. And explore they did. The most successful Marlboro.com promotion to date earned almost 9,000,000 entries in just 8 weeks—and further established Marlboro Menthol as relevant and rewarding alternative.