Tuesday, Feb 26, 2008    Text size: 

It’s the first brand extension of the year and the newest mobile initiative for the adult giant.

Edward Lang, who helms Playboy’s mobile and international online division, said that the company hopes to reach millions of mobile-phone users in the U.S. with its latest push.

“This campaign is entirely consumer-driven — from submissions to voting — and we designed it specifically to reflect the fun and sexy lifestyle shared by Playboy fans and mobile consumers,” Lang said. “We are very excited about the inaugural Miss Playboy Mobile search, one of many new mobile initiatives we are launching this year.”

Playboy Mobile plans to invite women to register and build online profiles in their quest to be crowned Miss Playboy Mobile 2008, Lang said.

Visitors to the online and mobile sites will be able to vote for their favorite via mobile phones. The crowning will be held April 2 at the Hugh Hefner Sky Villa at Las Vegas Palms Casino Resort during the CTIA Wireless Convention.

The winner for the 2008 crown will receive a $5,000 cash prize and a professional photo shoot at the Playboy Mansion in Los Angeles.