Playboy puts clothes back on for new ‘highly sharable content’ mobile app


AFP

WASHINGTON — Playboy on Thursday launched a new mobile app �X but don’t look for nudity.

The magazine’s new Playboy NOW mobile app for Android and Apple devices is tailored to its updated ��safe for work�� strategy, which emphasizes lifestyle and culture over buttocks and breasts. The move follows a plan unveiled last August for its website to promote ��highly sharable content�� for the 60-year-old brand. According to the trade publication AdWeek, the plan has boosted the number of visitors to the Playboy website by 258 percent in the year to January. ��The strong acceptance of Playboy’s brand position in digital, as exemplified by the high levels of engagement on Playboy.com, Playmates.com and all of our social media channels, is a clear indication that our digital strategy is working,�� said Scott Flanders, chief executive of Playboy Enterprises. ��We’ve devoted considerable time and resources to create a unique, smart and provocative experience on our mobile-optimized websites, which users and advertisers are both enjoying and which the Playboy NOW app brilliantly reflects.�� The new app will include a daily briefing on ��the top five things users need to know�� for each day. On Thursday, the topics included ��East Jesus is the Last Hippie Haven in America��; ��What ‘8 Minutes’ Got Wrong About Sex Workers��; ��We Drank the World’s 5 Weirdest Beers��; ��Spare Parts from the Playboy Garage: Porsche 911��; and ��YouTuber Lauren Francesca Shows Us All Her Personalities.�� Playboy made its name with undressed females but that is no longer a novelty in the freewheeling online world. ��Playboy NOW is a one-stop-shop for the busy man who wants to be entertained, informed, amused and seduced,�� said Cory Jones, senior vice president for digital content at the group. ��The app has a mix of original content, as well as specially curated content from Playboy.com, creating additional touch-points for our loyal users who are interested in immersing themselves in Playboy and generating compelling, integrated opportunities for advertisers to harness.��