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In partnership with Hornitos, Playboy did something that had never been done in the 63 year history of the brand: developed a custom, multidisciplinary content franchise themed to Hornitos’ “Not Just Any” brand messaging across Playboy’s print, digital, social, video and event platforms. The program was complemented by a variety of digital, event and social activations.To raise buzz and awareness for the theatrical release of The Transporter Refueled, Playboy developed a truly integrated campaign that centered around a press screening and exclusive release party at the Playboy Mansion. There are no popups, blind links, viruses and other shit - only your best porn tube videos.
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The program organically integrated key brand messaging and product placement.
Content included ways to enjoy scotch, how to make a classic Rob Roy cocktail and a holiday gift guide.
In partnership with The Weinstein Company, Playboy collaborated with Quentin Tarantino to develop a limited edition Playboy t-shirt inspired by The Hateful Eight, which was given away to fans.
The program was amplified via custom content, a custom video series, co-branded promotions, and multi-channel social amplification.