Playboy is on the line with ‘Miss Playboy Mobile’

Playboy Mobile has a debuted a new mobile marketing campaign, as part of its 2008 strategy for extending the Playboy brand to a broader audience via the mobile device.

The “Miss Playboy Mobile 2008” cam­paign, done in conjunction with Quattro Wireless, is a model search. It’s calling women via the Playboy mobile site at, and through its online presence at to register to enter the beauty contest. Registered women can build personal profiles and upload photos of themselves that will be seen across the Playboy properties.

“Miss Playboy Mobile 2008 is targeted at widening the appeal of the Playboy brand to two audiences, men and wom­en of the watch-me-now generation who use both online and mobile to communi­cate, create, consume and have fun,” said Edward Lang, SVP and general manager of mobile at Playboy Enterprises Inc.

Visitors to the online and mobile sites can view the candidates and vote for their favorite. Voters must cast their ballots via mobile phones by texting their favorite contestants’ ID number to the Miss Play­boy Mobile short code 67000. There is no fee for voting. Round one voting runs through March 15, after which votes on the finalists will run from March 16 through March 31.

The winner of the contest will receive a $5,000 cash prize, as well a photo shoot at the Playboy Mansion in Los Angeles. She will be crowned Miss Playboy Mobile 2008 at the Hugh Hefner Sky Villa at the Palms Casino Resort on April 2.

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