Playboy Enterprises is launching "Interns," its first multi-digital program developed, shot and produced exclusively for the mobile Web.

Interns offers a glimpse inside the fascinating world of Playboy, following the journey of three summer staffers in New York City through six, three-minute irreverent "mobisodes." Users can access the content at http://www.playboymobile.com, by texting INTERNS to 75269 (PLBOY) and at http://www.myspacetv.com/playboyinterns.

"The Interns mobisodes help us test mPAN [mobile Playboy Audience Network)] developments, as well as increase distribution footprint," said Ed Lang, senior vice president and general manager of mobile, Playboy Media Group, New York.

"Additionally, this project is a cross-platform marketing promotion, which means that Playboy Mobile successfully collaborated with Playboy magazine (page 30 of the December 2008 issue), Playboy.com, Playboy Radio (Sirius and XM 99), international partners, and potentially TV.

"Also, we used integrated advertisers and unique assets of the iconic brand and company: Global Licensing, Playboy Marketing's "Rock the Rabbit," Playboy Playmates, Playboy Cyber Girls, etcetera."

The mobisodes, which will be released once a week starting today for six weeks, feature three college Interns who recently worked at the Fifth Avenue offices of Playboy Enterprises: Charlie Romano, 20, St. John's University student from City Island, New York; Jonathan Golbe, 24, Wesleyan University alumnae from Metuchen, New Jersey; and Ashley Taylor Rappaport, 20, University of Delaware student from Marlboro, New Jersey.

The mobisodes will be available for viewing on Playboy's WAP and iPhone sites at http://playboymobile.com, while trailers will be seeded on viral sites, part of the Playboy Audience Network (PAN).

Playboy has partnered with MySpace so that users can also view the mobisodes on http://www.myspacetv.com/playboyinterns.

To create buzz and stimulate distribution, Playboy is leveraging its recently launched PAN for the mobile platform -- or mPAN -- which is a suite of digital partnerships.

Additionally, promotion will include online banner ads and videos, HTML email blasts, mobile banner ads, SMS messaging, Playboy Radio (Sirius 198 and XM 99), and guerilla marketing via Playboy's nationwide college program of On Campus Representatives.

Partnering with göt2b, Playboy's advertiser-sponsored reality series also incorporates product placement into the programming.

One component of the internship's challenges features Magnetik, the edgy men's styling gel with pheromones.

On September 28th, the Interns series debuted at CollegeFest, the country's premiere back-to-school event, which is part festival and part trade-show.

The series premiered at the Playboy Lounge during Playboy's "mobile matinee," where students had the opportunity to enjoy hourly screenings, months before the content was made available to the public.

More than 15,000 college-age students from Boston-area campuses attended this year's festival at the Hynes Convention Center.

Since its debut in 1985, CollegeFest has become one of the foremost opportunities for major brands to connect with 18-26 year-old, brand-loyal consumers.

Playboy's strategy to bolster mobile offerings is part of a continuing effort to broaden its audience base, while simultaneously deepening the brand's connection with existing fans in non-traditional ways.

In creating more immersive mobile-specific content, including cutting-edge audio and visual content, Playboy becomes a storefront for interacting with Playboy Mobile properties on other mobile devices.

Playboy Mobile's strategy behind the Interns mobisodes is based on the test model below:
â?¢ Lifestyle content
â?¢ Younger demographic
â?¢ Stickiness for site and premium download space
â?¢ Promotion through Playboy's mobile network (both syndication and our own)

Playboy has also partnered with SnapTell.

SnapTell gives media brands the means their advertisers mobilize print ads.

With this Snap.Send.Get technology, marketers can deploy mobile marketing campaigns quickly and effectively.

The SnapTell technology enables consumers to easily access marketing content and information on the go, driving brand awareness, conversion, loyalty and revenues.

The Playboy ad in Playboy magazine's December issue asked readers to snap a picture of the Interns logo to watch the series.

To see this ad in Playboy magazine click here.

"As part of our evolution for solutions that help make Playboy magazine "interactive," we signed our partnership with SnapTell in order to test the solution with an internal program. We hope to use it more moving forward," Mr. Lang said.

"The Interns series helps advertisers extend their promotions to mobile and create a more dynamic mechanism for consumers and brands," he said.