Direct Line Blog

Playboy utilizes mobile marketing

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PlayboyU.com, a social networking site owned and operated by Playboy Enterprises, Inc., is using mobile marketing to reach college students.

The site, which Playboy says mixes journalism and entertainment, is encourages students to generate their own content, such as videos and bar reviews, along with articles from professional writers.

There are public pages for view on the site, but to become a registered member, one must have a “.edu” email address, thus proving they are a college student.

Playboy uses social networking and mobile marketing to promote the site to its target demographic. Some examples of this include a “Miss Playboy Mobile” contest, and an NFL picks feature that can be done via text message.

In the few weeks, the company says, the site will become Iphone compatible.

We recently explored how brands increasingly utilize mobile to market to this 18-26 demographic, and Playboy seems to understand the benefits of this.

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