• by Amy Corr , Staff Writer @MediaPostOTL, January 12, 2009

It's every Playmate's dream: posing naked on a bed of Skoal smokeless tobacco cans. American Beauty, it's not; additional cans, not rose petals, cover Kara Monaco's lady parts.

Mock as I do, Playboy does a great job at integrating user-generated content into the January issue.

The last twelve pages of Playboy, including the back cover, are devoted to thanking Skoal's loyal customers, referred to as the brotherhood.

The campaign, created by Colangelo, commemorates Playboy's 55th anniversary issue and the 75th anniversary of Skoal. It's also the first time the magazine collaborated with a partner to produce co-branded UGC.

Content for the January issue was gathered between July and August on Skoalbrotherhood.com. The most active participants received a special "thank you." The 1,000 most active visitors were listed as contributing editors of the magazine and anyone who requested a copy of the magazine, and participated in the promotion, would receive one. For free.

The advertorial interviewed Playmate Kara Monaco and rodeo/football star Walt Garrison. Site visitors selected both interviewees and the questions asked. Garrison is a member of the brotherhood; Monaco, not so much.

In addition to the interviews, the advertorial included jokes and articles submitted by consumers and a layout of the 11 best-looking models in past Skoal ads, according to the Skoal Brotherhood.

Throughout the promotion, site traffic increased 382% in comparison to the first six months of 2008.

And the party isn't over yet; visitors to Skoalbrotherhood.com through January 15 can enter a drawing to win an all-expenses-paid trip to Playboy's VIP Players Pajama and Lingerie Party in Los Angeles.