The 13th World Conference on Tobacco OR Health

Objective: Tobacco companies have traditionally operated brand loyalty programs that reward existing customers. Today, more sophisticated and interactive programs are evolving that may better cement existing customer loyalty, and create “buzz” to entice new consumers. This poster will present a case study of a recent campaign, “The Camel Casino”.

Methods: Through Trinkets and Trash, an archive and surveillance system of tobacco marketing materials and products, Camel Casino promotional materials, including tobacco products, magazine ads, direct mail and e-mail, were collected from its inception in July 2005 through its conclusion in early 2006. Additionally, the Camel Casino website was monitored weekly.

Results: The Camel Casino website allowed users to gamble with online games such as poker for “credits” which could then be used to purchase brand loyalty items including clothing and cigarette coupons. To play, credits could initially be acquired from cigarette packs and from codes found in magazine ads, direct mail and emails. Between July and November 2005, Camel had already promoted the program with 5 magazine ads, at least 3 direct mail pieces, and 10 emails that included codes worth a total value of 300 free credits. One website feature provided users with an opportunity to win free credits by visiting each day. The Camel Casino campaign contained many features that encouraged continual consumer participation, and may be exemplary of evolving direct marketing tactics. The use of magazine ads to promote the program may also imply an attempt to reach audiences not already on Camel's direct marketing lists.