The phrase refers to the process of acquiring a specific application, known as MHQ, intended for use with Marlboro brand products. The application is presumably designed to provide users with information, promotions, or interactive experiences related to the brand.
Such applications are increasingly common strategies for brands to engage directly with consumers, gather data on preferences, and offer personalized content. This particular instance could offer benefits such as exclusive deals, rewards programs, or access to relevant news and product updates. Historically, direct engagement with consumers has evolved from traditional advertising to more interactive digital platforms.
