2/28/2023 0 Comments Marlboro coupons7, 8 A 2012 national survey of youth found that 7.4% of American middle and high school students reported tobacco coupon exposure from digital communications (i.e., email, Internet, social networks, and text messages), compared to 6.0% from mailed coupons. Tobacco companies have used social media, such as YouTube and Twitter, to market their products. Mobile phone applications appear to be an extension of tobacco companies' digital marketing strategy and may provide a new channel for reaching youth. 5Īccording to a financial report released by Wells Fargo Securities, the potential benefits of digital cigarette couponing include increasing traffic to retailers, lowering costs, and enabling targeting of “the millennial consumer.” 6 Mobile technology could potentially be used to also “push” coupons to customers when they approach tobacco retailers (i.e., cross a “geo-fence”), which may promote unplanned cigarette purchases. 5 Notably, the introduction of digital coupons was associated with a 6% increase in sales of Reynolds American's Camel cigarette brand. The coupons can be sent via “text, email, mobile apps and social media” 5 and are redeemed at Reynolds American kiosks, positioned near registers of tobacco retailers. Similarly, Reynolds American has test marketed smartphone coupons in Ohio and Iowa. Coupons are valid for five minutes and the middle number displaying a 5 min countdown. (A) Screen image of the MHQ App displaying a map of retailers near user's geographic location that accept Marlboro mobile coupons (B)Mobile coupon displayed through the MHQ App (retailer name and barcode number blacked out). Using the MHQ App requires users to have a registered account at, and the app claims it verifies users are smokers and at least 21 years old. Retailers then scan the barcode on the smartphone. The app user selects a retailer for redemption, and a digital coupon (e.g., “$1.50 off one pack”) with a barcode is generated ( figure 1B). Using the smartphone's global positioning system, the app identifies nearby tobacco retailers that accept Marlboro digital coupons ( figure 1A). 2- 4 The popularity of smartphones has also attracted leading American cigarette manufacturers Altria and Reynolds American, who have begun offering digital cigarette coupons redeemable using smartphones.Īltria has introduced the MHQ App, which offers two coupons per week. 1 This phenomenon has created new opportunities for the public health and medical communities, which have used smartphones to collect health information, conduct surveillance, and promote behavior changes, such as smoking cessation. Smartphone use has rapidly increased, and by 2021, there will be an estimated 6.1 billion Internet-enabled mobile phone users worldwide.
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