Playboy has rolled out a mobile application that lets users star in their own movie scene alongside several of the company?s most recognizable Playmates.

?Playboy is always looking for new and innovative ways to connect with consumers and fans of the brand, while staying at the forefront of technology,? said Matt Nordby, executive vice president and chief revenue officer of Playboy.

?Reaching them via mobile apps is just one of many ways the company works to do this,? he said. ?Net mobile AG?s creativity, combined with their technical expertise, makes the Bunnies at Home app a must-have for Playboy fans. 

?We look forward to continuing to expand our mobile offerings with such a strong partner.?

Playboy Enterprises Inc. is a media and lifestyle company that markets the brand through a wide range of media properties and licensing initiatives.

The net mobile AG Group is an international full-service provider for mobile and interactive value added services and payment solutions.

Mobile movie
The updated version of the app features more compelling movie scenes to star in and new social networking tools so users can email their completed video to a friend or post it on Facebook.

The mobile app is available for free download in Google Play, but users must pay a one-time charge to create their own movies.

?The strategy is to produce high quality apps for consumers with a strong brand in the background,? said Bernd Reinartz, a spokesman for net mobile AG.

?We plan to publish more apps with the Playboy brand in the future,? he said.

The Playboy Android app

Getting the word out
The company is getting the word out about the app through marketing and PR campaigns.

There is also a banner campaign in Germany, Austria and Switzerland.

Playboy is no stranger to mobile.

In 2008, the company launched a campaign to promote the entertainment company's entrance into the fragrance market.

Playboy teamed with beauty products manufacturer Coty to create the new collection of men's fragrances. Together with 3Cinteractive, the companies rolled out the Playboy Fragrance Text Campaign to highlight the lifestyle-inspired scents reflecting the sexiness and sophistication of the brand (see story).

In 2010, Hugh Hefner?s adult entertainment brand unveiled Playboy Scout, a nightlife application enhanced with location-triggered content delivery (see story).

?Playboy is always looking for new and innovative ways to connect with consumers and fans of the brand, while staying at the forefront of technology,? Mr. Reinartz said.  

?Reaching them via mobile apps is just one of many ways the company works to do this,? he said.

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York