It’s certainly not the nicotine that has visitors returning in droves to Marlboro’s website. It’s the curation. Perhaps it's appropriate that a cigarette brand would have the right ingredients to make a website addictive. Relaunched nine months ago, the Marlboro website has surged with 1.5 million unique visitors a month. Traffic that size bounty of plenty for any site, the audience figures for Marlboro are astounding considering the brand’s restricted online presence: due to demands of state Attorneys General, the Marlboro website is gated. Visitors must register by providing their full name, address, last four Social Security digits, and indicate that they are customers of the brand.
Tag: digital branding
Nov 24, 2009