Playboy increased its Twitter presence by 300% in 2011, thanks, the firm claim, to their #FriskyFriday photo upload campaign.
Every Friday, the platform generates around 50,000 mentions and 350,000 clicks, in turn boosting site traffic and followers, with the #FriskyFriday hashtag used to denote girls tweeting pictures of themselves so Playboy can choose a weekly winner.
Originally the idea was just for ‘official’ Playboy Playmates, but amateurs soon started joining in. Allie Sullivan, Playboy’s social media manager, started the campaign in 2010 and told The Next Web that it had been a high-profile success. Sullivan said, “When we first started Frisky Friday we would retweet anywhere between eight and twelve images on a Friday. Now, we typically retweet about 60 images, retweeting anywhere between five and ten minutes, over ten hours.”
She explained, “We started using the hashtag #FriskyFriday so that our followers could view them by checking the retweets out at Playboy, or by simply following along at the hashtag.”
Using a repeating hashtag ‘game’ has been a technique many firms have used to generate followers and traffic on Twitter. Playboy has monetised its social networking campaigns in association with media channel HBO and the forthcoming American Reunion film.