The Marlboro Gold introduction in Russia represents a groundbreaking approach in digital marketing, seamlessly blending digital content, gamification, and consumer promotion into a single platform. At the heart of this initiative is a 10-minute interactive movie, immersing audiences in a covert mission led by the MPort Secret Agent. This mission, crucially involving the transportation of Marlboro Gold from Berlin to Russia, unfolds through a narrative rich in suspense and engagement.

Unique to this platform is its advanced mobile connectivity. This feature transforms smartphones into interactive game controllers, allowing viewers to directly interact with the product and become part of the story. Each decision made via smartphone influences the direction and outcome of the secret agent's mission, blurring the lines between viewer and participant.

The immersive experience extends beyond the digital sphere. The campaign encompasses a full-scale multi-channel marketing strategy, integrating the interactive digital content with consumer-centric events. Promotional activities at various points of sale bring the narrative of Marlboro Gold and the MPort Secret Agent into the real world, offering a tangible connection to the brand.

Complementing these efforts are guerrilla marketing activities, designed to capture consumer interest in innovative and unexpected ways. These activities generate excitement and conversation, drawing a broader audience to the interactive movie experience.

This marketing strategy sets a new standard in the industry, merging storytelling, consumer engagement, and digital innovation. By moving beyond traditional product introduction, it creates an encompassing journey where the narrative and consumer interaction play pivotal roles in introducing Marlboro Gold to the Russian market.

YEAR: 2014

MARKET: Russia

BRAND: Marlboro

AGENCY: Liquid Works