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 Co., invited loyal consumers to visit 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 also is the only time it created additional issues for nonsubscribers, 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 Aug. 25 will be listed in the issue as contributing editors; each can request a 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.
“Through our partnership with Playboy, we were able to give back to the loyal Skoal adult consumers who have supported the brand over the years,” said Thano Chaltas, vp, marketing at USST. “This promotion not only enhanced the bond among the Skoal Brotherhood to deepen, but also their connection to the Skoal and Playboy brands.”
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 U.S. media last year, not including online expenditures, per Nielsen Monitor-Plus.