The famous global brand Playboy, which has built a status as a pop culture phenomenon over 70 years of operation, has received its meta-version. In addition to diligently working on Playboy’s version of Only Fans site (Centerfold), they have decided to digitize another brand extension credited to none other than marketing genius, Hugh Hefner.
This is, of course, his mansion – Playboy Mansion, widely known as the site of wild parties for celebrities and bunnies, which will soon receive its virtual version on the metaverse platform The Sandbox. The MetaMansion will feature mini-games, digital collectibles, and host events.
As Rachel Webber, the brand head at Playboy, stated for AdWeek, the world of Hefner’s mansion has always been a source of inspiration, and they now have the opportunity to breathe new, digital life into it, thus allowing users to step foot into Playboy Mansion themselves.
Saving in Digitalization
Webber confirmed that digitalization has been a key part of the entire brand’s strategy in recent years, which has been globally recognized for, of course, its naked bunnies, but also for excellent content, interviews with some of the leading names in (pop) culture.
Since the classic Playboy has not existed in print since early 2020, and since Hugh Hefner’s death, his family has had no connection to the brand, technology and content production are the only things that strategists in the company can turn to in order to save this global phenomenon from oblivion. They will attempt to do this with a little help from fans, offering them an experience and a piece of history (through products, both physical and digital) in the meta-universe.
