Platform Launch Of Marlboro Black Copper Label/Side B

The Situation

How does music live within each brand color experience?

We built an exclusive digital launch event: Rock out & win big! A live private rock show with bands, interviews and prizes. Win guitars, speakers, Live Nation tickets.

the problem

Lack of audience engagement with the previous Copper Label music platform.

The Solution

Why not put the filter of “punk rock” on this platform eliciting the idea of a “band’s gig poster”?

To me it was only natural that the authenticity of a “band’s gig poster” holds the power to bring people together in a unique and compelling way.

By creating a one time live event rock show, this created immediacy within our audience.