Hugh Hefner’s adult entertainment brand Playboy Enterprises Inc. has unveiled Playboy Scout, a nightlife application enhanced with location-triggered content delivery.
Using Xtify Inc.’s geo-location push notification technology, Playboy Scout is available on Android phones nationwide and will soon be launched on other smartphone platforms. The Scout application presents Playboy’s audience with exclusive nightlife-oriented offers and information about events, clubs, and bars which have been reviewed and recommended by Playboy’s editors, and delivers push notifications to users when they are in proximity of venues of interest.
“Playboy has always been an authority in the nightlife space, with entertainment content that is even more relevant when unleashed from the confines of a computer or magazine,” said Paul Lee, managing director of new digital venturesa at Playboy Enterprises, Chicago. “Playboy is leveraging its respected editorial content and expertise on new digital platforms to extend the Playboy brand in the nightlife arena.
“The mobile phone is the one device people have with them constantly, in their pocket or their purse,” he said. “Brands not thinking about reaching their customers via the mobile device are going to get left behind—that said, mobile applications have to be continually relevant to the consumer or they'll cease to be used.
“Xtify's technology allows us to reach the consumer at the time and place in which the message we're sending is most relevant, and to easily send location-triggered notifications even when the app is closed on the consumer's phone.”
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