Phillip Morris ID database?

I walked into the local 7-11 today. There was a scanner there and a man next to it offering a free pack of cigarettes if he could scan your drivers' license or other form of photo ID *and* you are an adult smoker. When I asked what this was all about, he told me that Phillip Morris is trying to "update their ID database." Various promotional material was present as well, but I didn't read any of it. Does anyone know more about this? Does Phillip Morris have an ID database, and how often do they update it? thanks, -David