A man gets angry in a laundrette and calms down after an image of a naked woman.

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.

Many of the girls ran their own campaigns ON TWITTER, 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 favourite girl.Over 1650 girls took part in the casting call and 63 were shortlisted, increasing future playmates data base by 83%.