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Playboy and Showtime joined forces for a custom marketing program designed to drive awareness and social chatter around the Season 1 premiere of DICE.The program included a custom city guide to Vegas on Playboy.com, a chance for fans to win an epic 48-hour trip to Las Vegas, and social amplification to Playboy’s massive audience.To increase buzz around the DVD & Blu-ray release of Entourage the movie, Playboy developed a socially-driven digital marketing program to capture guys’ attention by giving them the chance to live like a VIP for one weekend in Hollywood —with Playmates included.
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The program organically integrated key brand messaging and product placement.
Content included ways to enjoy scotch, how to make a classic Rob Roy cocktail and a holiday gift guide.
In partnership with Hornitos, Playboy did something that had never been done in the 63 year history of the brand: developed a custom, multidisciplinary content franchise themed to Hornitos’ “Not Just Any” brand messaging across Playboy’s print, digital, social, video and event platforms. The program was complemented by a variety of digital, event and social activations.