Skoal consumers selected playmate Kara Monaco and rodeo/football star Walt Garrison to be the lead interviews in ‘their’ 12-page section of Playboy magazine. The January issue, which is also the men’s magazine’s 55th anniversary edition, features a 12-page co-branded Skoal supplement.
Skoal, which is owned by U.S. Smokeless Tobacco Company, invited its loyal consumers to Skoalbrotherhood.com to present their ideas as to what should appear in the special issue.
This included everything from offering up jokes and stories to selecting the hottest 11 Skoal models.
During the promotional period, site visits increased 382 percent compared to the six months prior.
The deal marked the first time Playboy had partnered with a brand for a user-generated content program. This is also the only time it created additional issues for non-subscribers, namely those who participated in the “Skoal builds Playboy” promo.
The 1,000 most active “Skoal and the Brotherhood of Dippers” consumers on the site between July 15 and August 25 will be listed in the issue as contributing editors. Each of which can request their free copy.
Skoal is extending the partnership by giving visitors to its Web site the chance to win an all-expenses-paid trip for four to Playboy’s VIP Players Pajama and Lingerie Party in March.
Skoal selected Playboy because its readership includes 600,000 smokeless tobacco users and 3.7 million smokers, per the company.
The promo had been touted by print ads in other men’s magazines like Maxim and Men’s Journal. In-store, online, on-pack and direct mail ads supported. Colangelo, Darien, Conn., created the effort. Skoal spent $11 million on media last year, per Nielsen Monitor-Plus.