Just Reading Playboy for the Ads

In the same week that Playboy Enterprises announced that it would go private, it also announced that the ad for Playboy Fragrance for Men by Coty in the January issue of Playboy will be very public.

Playboy will incorporate mobile image-recognition technology from Mobius into the ad, allowing readers who snap photos of any of the 12 2010 Playboy Playmates and send them to Playboy@agm.tw to gain access to exclusive premium photos and videos, as well as the ability to purchase Coty’s line of Playboy Fragrance for Men via a secure mobile connection.

Mobius said its self-learning mobile image-recognition system determines the capabilities of the device that sent the image and returns content best-suited for that particular device — smart-phone users will receive high-quality, optimized video and still images, while those using feature phones will receive video and images at file sizes and resolutions that are in line with the capabilities of their devices.

Mobius CEO Aram Kovach said:

We are excited to have this opportunity to partner with Playboy and Coty Beauty in introducing the next big thing in unobstructed visual mobile marketing. Mobius image-recognition technology lets brands retain their focus on the subject matter — in this case, Playboy‘s 2010 Playmates — and the creative is not cluttered with a code that diverts attention from the ad content. Mobius servers also make sure that we return the best quality images that a user’s particular phone can handle.

Coty Beauty Lifestyle fragrances senior vice president of marketing Jurgen Scharfenstein added:

Playboy Fragrance for Men is all about seduction, glamour, indulgence, and fun and, thus, forms a natural partnership with Mobius. The inventive, forward-thinking promotion is a great opportunity to directly target our core audience of young, trendy men and make a memorable impression on today’s tech-savvy consumer. We look forward to a successful partnership and to furthering the impressive growth of Coty Beauty’s iconic lifestyle power brand in the United States.