Marlboro MGeneration, launched in 2013, was a groundbreaking Consumer Engagement Platform that turned city influencers into Brand Creators, shaping the future of Marlboro and amplifying its message among their followers. This platform wasn't just about engagement; it was about empowerment and innovation in brand storytelling.

In a format reminiscent of a reality show, MGeneration selected 20 of the most talented influencers from the city. Over the course of 12 months, these influencers were not just representing the Marlboro brand; they became its owners. Divided into two teams, they were provided with office space and resources to unleash their creative potential. The challenges set for these teams were diverse and demanding, ranging from digital feats like creating the city's next music hit or designing your own (DYO) store, to physical world tasks such as organizing events or launching a concept store.

Each challenge required flawless execution and was designed to expand their following base. The competitive element was heightened as teams strived to outdo each other and win a significant prize. The rivalry wasn't just confined to the teams; it extended to their audiences as well. The entire process was broadcasted, allowing the audience to actively participate by voting and boosting their favorite team.

Marlboro MGeneration was more than a competition; it was a testament to the power of open innovation. By creating an environment of trust and ownership, and handing over the reins of the brand to people who genuinely loved it, MGeneration showcased how influencers could become pivotal in shaping a brand’s trajectory. This platform was a pioneer, demonstrating that with the right conditions, innovation and brand evolution can be driven not just from within a company but also from its passionate community.

YEAR: 2013

MARKET: Russia

BRAND: Marlboro

AGENCY: Sputnik, Red Pepper, Leo Burnett, Morris Media