Playboy begins a promo push.
Playboy is getting Wicked. OK, perhaps ‘more wicked’ is a better phrase.
The New York City-based gentleman’s magazine this month lends the talents of its latest centerfold to Pete’s Wicked Brews, San Antonio, TX, which will run a summer sweepstakes offering the grand-prize winner a date with Christa Nicole, a.k.a Miss May 2001.
Score a Wicked Summer Fling will send the winner and a friend on a two-day trip to the Major League Baseball city of their choice for a day at the ballpark and a night hanging out with Nicole. The sweeps kicked off in retail stores April 1 and runs through May 31. P-O-P (with tearpads) supports.
A full-page ad in the May issue of Playboy, radio and TV spots, and ads on both brands’ Web sites direct consumers to retail locations to enter the promotion. The Marketing Continuum, Dallas, handles.
Playboy is making a concerted effort to recruit and retain advertisers by “leveraging our many assets beyond the printed page,” says president and publisher Michael Carr. That means promotions utilizing anything from Playmates (there are now 556 of them) to the Playboy Mansion and and Hugh Hefner himself.
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