Packaging Media & Promotion

By now, you are all well aware of my bias for promotions that exist on pack as a means to create a promotionally responsive brand buying database. The latest case is that of Skoal smokeless tobacco. This particular promotion uses the can as a media venue to entice users to the skoalbrotherhood.com/Playboy website. The can also features a prominent Playboy "The Dipper Issue" logo. What's not to love so far. When entering the site you quickly realize that tobacco companies are held to a higher legal standard - they double verify your entered information against DMV data - so now you they recognize me as Edward, not Morgan.

This is a 6 week voting contest to pick the cover model of the December issue - The Dipper Issue - of Playboy. US Smokeless Tobacco does a nice job of segmenting my registration into usage frequency and occasion categories. As well, I had the option to self-select a free trial issue of Playboy when the issue comes out plus nominate myself to be a contributing member of the photo shoot, so to speak.