With negotiations containing unique variations, several individual marketing actions were synchronised and shared. Playboy’s billboard was accompanied by an Antarctica billboard. Antarctica’s commercial had Playboy as a theme. Antarctica was in Playboy’s magazine-stand material. Antarctica’s POS material used a Playboy picture. A promotion on Playboy’s website, sponsored by Antarctica, awarded the winners with a lunch with the actress. Antarctica sponsored the edition’s launch party, which had editorial coverage the following month. Antarctica published an ad in the edition’s most prominent position.

This case mobilised all areas. Interconnected actions were created, yielding a true involvement perception and generating mutual and concrete results: it was Playboy’s most sold edition of the year (385,000 copies), and helped Antarctica increase its market share from 9.7% to 11.5% in 2004.