Women are one of the most important targets for Playboy Magazine, without them men wouldn’t buy it. The objective of the campaign was to invite the most beautiful women in Argentina to make a casting call so as to be part of the magazine

For the first time a woman, wherever she was, could take part on her own online photo session to become the next Playboy cover girl. Once she entered castingplayboy.com, a Playboy photographer did an online photo session with her using her webcam. Then she chose the best photos, compiled her book online, and got all her friends to rate her.The idea gave women of all the country, the possibility to participate in a Playboy Casting call. It was a revolution the way in which Playboy did the castings calls all around the world, reducing costs, and reaching much more public. Thanks to this original idea invaluable mayor levels of press where achieved.

Many of the girls ran their own campaigns ON TWEETER, FACEBOOK, BLOGS AND LOCAL MEDIA. The casting sessions immediately became a topic of conversation everywhere and comments were made in media all over the COUNTRY.

More than 125,000 men registered on the page to vote for their favorite girl.Over 1650 girls took part in the casting call and 63 were shortlisted, increasing future playmates data base by 83%.