Cigarette brand Marlboro has developed mobile offerings meant to increase the link between consumers and the Marlboro Ducati Racing Team.

The branded iPhone game was created by Ideas for iPhone as part of a campaign in the Dominican Republic to target young professionals between 22 and 38 years old.

"The strategy behind adding a mobile component, was to use a consumer engagement solution in bars, clubs and lounges," said David Radzinsky, director of business development at Ideas for iPhone, Miami.

"The idea was to use devices and solutions that are innovative and to attract people with a relevant solution for the brands and the motorcycle activity," he said.

Ideas for iPhone created two customized branded games as iPhone applications with which people could connect and interact with Marlboro and Ducati at night clubs throughout the Dominican Republic.

The games were a pit-stop time simulator and a difference finder between two pictures.

The campaign was executed in several clubs and lounges in the Dominican Republic.

Ten iPod touch devices were used in each event, therefore increasing the number of interactions per event.

The objective of the two branded iPhone games was to develop a consumer engagement experience in which participants would enjoy the apps, while increasing their interaction with Marlboro and Ducati.

Ideas for iPhone believes that brands can increase ROI by using iPhone applications in their promotional activities.

For example, brands can lower cost per device compared to any other mobile computers. Mobile allows for fast and simple connectivity through WiFi, which allows for real-time reporting.

Ideas for iPhone has worked with other big brands on branded iPhone applications.

For example, Kimberly-Clark Corp.'s Kleenex tissue brand turned to mobile marketing to promote the launch of its Kleenex Facial Tissue with Lotion.

The launch of the "It feels good to feel" campaign was supported by an iPhone application created by Ideas for iPhone and the brand's agency, GMR. The application is meant to help Kleenex communicate to its consumers that it feels good to feel (see story).

"The idea was to create a solution where users might have a quick interactive experiences (each game lasted between 30 and 40 seconds to play) because they were used at locations with a high number of people," Mr. Radzinsky said.

"Also, it was necessary to have a fast set up at the different locations," he said. "For this purpose the iPhone applications are very useful.

"They are easy to carry, and to manage. The games were an engine to provide prizes to the participants."