The ads are for Playboy's Fragrance for Men by Coty Beauty.
Playboy said mobile phone users who take a photo of any of the dozen 2010 Playboy Playmates featured in the ad and send an email to Playboy@agm.tw will receive access to exclusive, premium images and videos.
In addition, users will be able to make secure mobile purchases of the company's fragrances.
According to Playboy, Mobius' mobile image recognition technology has several features, which make it well suited for the campaign including the ability to capture and retain an actual image as opposed to capturing a bar code or abstracted graphic as required by other mobile image recognition service providers.
In addition, the actual-image capability does not interfere or restrict creative services for ad design allowing the user to capture a shareable, branded image instead of an abstraction.
"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 CEO Aram Kovach said.
He added, "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."
Jurgen Scharfenstein, senior vice president of marketing for Coty Beauty Lifestyle fragrances said, "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.”
He added, “We look forward to a successful partnership and to furthering the impressive growth of Coty Beauty's iconic lifestyle power brand in the U.S.”