To raise buzz and awareness for the theatrical release of The Transporter Refueled, Playboy developed a truly integrated campaign that centered around a press screening and exclusive release party at the Playboy Mansion.
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.In some scenarios, the ratio of women to wealthy men is roughly two to one, so the men have more than enough women to choose from.“You know when it’s that kind of party,” one male tech investor told me.Like Julian Assange denouncing the nation-state, industry hotshots speak of these activities in a tone that is at once self-congratulatory and dismissive of criticism.
Their behavior at these high-end parties is an extension of the progressiveness and open-mindedness—the audacity, if you will—that make founders think they can change the world.
In this era of countless brands, this time of infinite messages, a man can get lost ... Playboy tells stories men want to live by, stories they want to be part of, stories they want to tell their friends. Playboy Studios is an in-house creative agency made up of best-in-class creatives, storytellers, analysts, influencers, party throwers, rabble rousers and provocateurs.
And more than ever, they need a trusted voice to tell those stories.
Many participants don’t seem the least bit embarrassed, much less ashamed.
On the contrary, they speak proudly about how they’re overturning traditions and paradigms in their private lives, just as they do in the technology world they rule.
And they believe that their entitlement to disrupt doesn’t stop at technology; it extends to society as well.