Jan. 13, 2011
/PRNewswire/ -- Mobius© image recognition technology for mobile devices is part of an innovative, new ad campaign for Playboy's stylish Fragrance for Men by Coty Beauty in the magazine's
Mobile phone users who take a photo of any of the twelve 2010
Playmates featured in the ad and send it to
will receive access to exclusive, premium images and videos. In addition, users will be able to make secure mobile purchases of Coty's line of Playboy Fragrance for Men.
Mobius' mobile image recognition technology has several features which make it well suited for the Playboy Fragrance for Men by Coty ad campaign. First, Mobius mobile image recognition technology allows users to capture and retain an actual image of their favorite Playmates, as opposed to capturing a bar code or abstracted graphic as required by other mobile image recognition service providers. Because of this actual-image capability, Mobius does not interfere or restrict creative services for ad design, and the end user captures a meaningful, shareable, branded image instead of an abstraction.
"We are excited to have this opportunity to partner with
and Coty Beauty in introducing the next big thing in unobstructed visual mobile marketing," said
, CEO of Mobius. "Mobius image recognition technology lets brands retain their focus on the subject matter, in this case
'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."
"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. We look forward to a successful partnership and to furthering the impressive growth of Coty Beauty's iconic lifestyle power brand in the US," remarked
, senior vice president of marketing for Coty Beauty Lifestyle fragrances.
The Playboy Fragrance for Men portfolio, carried at roughly 15,000 doors in the US, features scented evocations of five sophisticated and contemporary lifestyles. A modern woody fragrance, New York Playboy, captures the energetic essence of the city that never sleeps; an oriental woody fragrance, Hollywood Playboy, captures the essence of a dazzling world of celebrity and red carpet glamour; an aromatic citrus scent, Malibu Playboy, encapsulates the effortlessly cool "life is a beach" lifestyle; an irresistible, fresh, woody fragrance, Miami Playboy, encapsulates the suave, seductive and sexy essence of South Beach; an oriental fougere fragrance, Vegas Playboy, captures the essence of the high rolling daredevil.