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The program drove social conversation around the film, which was amplified via high-impact media and takeovers. Irish Whiskey’s 50 State Irish Pub Tour in March of 2015, Playboy developed an exciting consumer promotion that encouraged fans to share their Tribe of True Characters Instagram photos for a chance to win a trip to the Playboy Mansion.
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.
This response summarized the challenge nicely: “Meeting a man who I feel compatible with, feeling attracted to that same man AND having him treat me well.” This is what all the online dating methods call the phase.
It turns out to be a source of considerable concern for a lot of ladies, as this poignant response shows: “Where is he?