For the relaunch of Playboy’s website in mid-2011, I was the lead producer for the Gaming vertical. Our main gaming franchise, called The Gamer Next Door, was built around sexy gaming expert Jo Garcia. I created a mufti-faceted editorial campaign for the launch that included several weeks of photo and video content. Jo and I kicked things off on social media with a push to get another 10,000 followers for the @GamerNextDoor account on Twitter. Jo tweeted tons of photos and gamed with fans on XBOX Live until we reached our goal. Once we reached our goal we promised to start releasing new content.
For the first part of the relaunch kickoff, we released a gaming wallpaper with Jo surrounded by vintage video games. I reached out to Kotaku and coordinated to release the wallpaper with their story about the wallpaper. Traffic was phenomenal. The following week we partnered with another huge gaming blog, Destructoid, to release The Evolution Of Gaming, a video featuring our history of video games. We surrounded Jo with tons of retro video games and controllers that I found all over Chicago in garages, at yard sales, and at antique stores. The video and the accompanying post that I ghostwrote were a massive success. Traffic on Playboy.com resulted in over 100,00 views the first week of release and the video received coverage on Total Pro Sports, Bro Bible, Heavy, Gamer Trailers.com, Guyism and N4g.com. The feature generated over 6 million media impressions and currently the video has nearly 1 million views on YouTube.
We followed this release with the release of several other illustrated photo galleries over the next few weeks, partnering again with gaming blogs to help introduce Jo to a wider and wider audience of gaming fans.
I produced all of the features and supervised a crew of photographers and videographers on a two-day shoot. I provided concept and creative direction for the entire project. I served as prop and wardrobe stylist. I directed The Evolution of Gaming video and supervised our video editors, image techs, and illustrators in post-production. I was also responsible for developing the budget for the project.