Playboy Enterprises today launches a campaign to promote the entertainment company's entrance into the fragrance market. Guess which medium is at the forefront of the promotion?

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

"This innovative Playboy Mobile program is a great example of the collaboration between our digital and global-licensing groups to expand and create a cross-divisional marketing campaign that immerses digital interactivity into a traditional product-launch event," said Ed Lang, senior vice president and general manager for mobile and international online at Playboy Media Group, New York.

"This campaign will encourage guests to experience and engage with other parts of the Playboy brand, helping to re-enforce their interest and loyalty to the aspirational Playboy lifestyle," he said.

Yesterday, at The Hotel on Rivington Penthouse, Coty hosted an exclusive launch event for the four new Playboy fragrances for men, which were enjoyed by special VIP guests including Holly Madison, Bridget Marquardt and Kendra Wilkinson from E!'s top-rated TV series "The Girls Next Door."

Guests first learned here about the Playboy Fragrance Text Campaign. The company is confident that the viral appeal will continue to grow.

The campaign's theme is getting consumers to join the excitement and see which Playboy fragrance they represent. The slogan of the campaign is, "Press to play."

The four new fragrances are Vegas Playboy, Hollywood Playboy, Malibu Playboy and Miami Playboy.

Consumers are asked to text the keyword FRAGRANCE to 75269(PLBOY) to answer five questions by texting the corresponding letter for their answer.

Participants are first asked their sex. After that they get texts with questions that they are supposed to answer. Their fragrance personality is decided according to the answers they provide.

The questions aim to reveal the participant's seduction style.

Once participants find out their true Playboy personality, they are sent a text with a link to a site created specifically for the fragrances.

The site at http://www.playboyfragrances.com has an interactive video for each of the four fragrances.

"Mobile is one of the most direct, personal and cost-effective ways to communicate with consumers," Mr. Lang said. "Traditional advertising can generate impressions. However, often times they are immeasurable.

"Mobile marketing allows brands to activate traditional advertising and create a relevant conversation directly with consumers that will drive ongoing brand awareness," he said.

"Additionally, in-venue mobile marketing provides a unique and significantly richer experience than traditional marketing methods by providing real-time interactivity through the use of a mobile application designed around the product launch.

"Partnering with 3Cinteractive, which managed the development and implementation processes end to end for the Playboy Fragrance Text Campaign, users are asked to answer four simple questions that will determine which lifestyle-inspired fragrance is best suited for them based on their answers."

Each of the four Playboy fragrances can be recognized by its signature color: silver for Hollywood Playboy; blue for Malibu Playboy; orange for Miami Playboy; and red for Vegas Playboy.

The juice in each bottle is tinted with its corresponding color, creating an eye-catching effect.

The company claims that men wearing these Playboy fragrances demand to be noticed.

The bottles are packaged in cool metallic black boxes with the iconic Playboy Rabbit Head embossed in black and surrounded by the individual color of each fragrance.

The top of each box is finished in its own color for maximum impact. Inside each box, each variant unveils its unique Bunny silhouette, echoing the bottle.

The Playboy fragrance range also includes four new body sprays.

Statements in modern masculine style, these sleek cylindrical bottles have an innovative asymmetrical shaped cap imprinted with a Rabbit Head.

Predominantly black, each body spray is decorated with the Rabbit Head logo, highlighted in its signature color.

Featured next to each actuator is the logo "Press To Play."

Coty is an international fragrance house, working with brands such as Marc Jacobs, Chopard, Vera Wang, Vivienne Westwood, Davidoff, Calvin Klein, Chloe and Joop!

"Playboy's rich history of glamour, indulgence and fun, combined with a cutting-edge lifestyle creates the perfect formula for a new men's fragrance line," said Bernd Beetz, CEO of Coty Inc., New York, said in a statement.

"One of the world's most recognized and iconic brands, Playboy is known by men and women around the world," he said. "We anticipate that this fragrance will quickly become a successful part of our lifestyle brands portfolio at Coty Beauty."

Playboy Enterprises is an international multimedia entertainment company that publishes editions of Playboy magazine around the world.

The Hugh Hefner-founded brand also operates television networks and distributes programming globally. In addition, it runs Playboy.com, a leading men's lifestyle and entertainment Web site, as well as the Playboy Mobile operation.

"Playboy extends the brand to a broader audience via mobile, demonstrating its depth through our existing and growing lifestyle offerings," Mr. Lang said.

"Also, Playboy Mobile enhances our partnerships to deliver new mobile initiatives -- such as the Playboy Fragrance Text campaign -- as additional touch points to better expand and integrate into our consumers' lifestyles," he said.

"Even brands with the global recognition and reach like Playboy cannot possibly be in front of consumers at all times. Mobile changes that and allows brands to reach consumers anywhere, at anytime."