Playboy Miss Social
Making sex appeal social… and lucrative
Goal: Entice aspiring bunnies and Playboy brand enthusiasts to the brand, and increase revenue.
Solution: To engage users and attract a younger demographic, Playboy used Bunchball’s Nitro platform to:
Step #1: Launch the come-hither Miss Social Facebook app and website to contestants worldwide.
Step #2: Reward contestants who shared the app with their social circles by publishing ongoing vote counts, along with other engagement activities.
Step #3: Crown and enter monthly Miss Social bunnies for the chance to win a pictorial on Playboy.com.
Benefits: A 60% improvement in month-over-month revenue—with an 85% rate of re-engagement. The bonus benefit? Lots of vibrant, new talent!