Playboy Reveals New iPhone App for Gen Y
The new Playboy for iPhone app is stated to be the digital purveyor of the bespoke Playboy lifestyle for the ultimate urbane guy, featuring cutting-edge content and insight into travel, clothes, food, cars, girls and beyond.
“As the on-the-go extension of the Playboy brand, our new app brings the best of Playboy with original, thought-provoking and enticing bite-sized content that captures our design-driven and discernible style,” commented Scott Flanders, CEO of Playboy Enterprises.
“We’ve rebuilt Playboy for iPhone from the ground up to attract the new generation of Gen Y fans who enjoy the indulgences of the artisanal good life and modern culture.”
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Now, iPhone users across the globe can enjoy the new app, now found in the App Store for free download. The app is the haute spot for provocative, original app-only content, as well as material selectively chosen from the current issue of the magazine.
To unlock exclusive content, fans have the option of subscribing monthly, bi-annually or annually to the app.
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Among other features, the opening video of the app will star Miss February 2011, Kylie Johnson and also includes a smoldering pictorial of Johnson.
“It truly is Playboy 2.0,” noted Josh Schollmeyer, Playboy’s director of Digital Content.
Timed to the official launch of the iPhone app, it is kicking off a transmedia marketing campaign to promote the app. It has created a NYC taxi cab spot, running from April 1 to April 7 to reach passengers in a captive setting.
Also, social media efforts are underway via Facebook, Twitter, Instagram, Tumblr, YouTube, Pinterest and Viddy, highlighting video, visuals and other behind-the-scenes assets. Playboy for iPhone will also be promoted in Playboy magazine, and other online and mobile channels.