Playboy online ads get mixed reception

by Stuart Derrick, Revolution UK 01-Jun-04

Playboy TV's online launch of its Climax3 branded adult channels has been hampered by publishers' reluctance to carry the campaign creative. The promo, using the tagline 'Take Control Tonight', has broken on FHM.com and Megastar. But Playboy's European head of marketing Richard Gale claims other sites have refused the advertising despite the fact that magazines are carrying it. He said: "We are disappointed some sites won't take the ads, even though they feature scantily clad women on their sites."

Climax3, broadcast on Sky, doubles the number of Playboy UK channels.

The brand has cut the price of Climax3 from the standard £6 a night per channel to £3 a night for the package of three until the end of July.

Gale added: "We want to create Climax3 as a multimedia brand and the site is an integral part. We have invested in forum technology to ensure developments are led by consumers."

Mobile channels will let viewers dictate what themes should be shown in coming weeks, with live voting in place by August. The brand will also have its own Skinker, Anna, a cheeky blonde, who will promote programming.

A viral campaign featuring 10-second films by the Viral Factory will coincide with Euro 2004, based on sexual euphemisms.

The launch will be backed by a campaign in men's magazines, such as Maxim, FHM and Front.

Separately, Playboy has signed deals with Realnetworks and Mediawave to make content available over broadband for the first time, on subscription.