May 2004 – Jerez de la Frontera, Spain.

Marlboro is a brand that is classically related to extreme sports. Thus the brand had to be present at the Motorcycle Race held in Jerez de la Frontera. Marlboro was not just present: it organized a mega-event with a list of prizes that included a Ducatti motorcycle just like those used by the Marlboro-Ducatti team in GP500 competitions. The event was so huge that the city had to block off the street where the stage was put up so that band Seguridad Social could perform.

To participate and win prizes, visitors had to first fill out a form. They then went to one of the 6 multiplayer terminals installed by SIA Spain to compete with the other players in a question and answer trivia. Naturally, the questions were all related to motorcycles. The top four trivia players then raced on motorcycle simulators. In the race among the "virtual drivers", the winner took home the Ducatti motorcycle.