Playboy Mobile Launches National Model Search: 'Miss Playboy Mobile 2008'

Playboy Mobile recently announced its 2008 strategy for extending
the Playboy brand to a broader audience via its newest mobile
initiative -- the inaugural "Miss Playboy Mobile 2008" model search.
Harnessing the power of the online community and coupling it with the
millions of mobile-phone users nationwide, Playboy Mobile will invite
sophisticated, sexy women to register and build online profiles in
their quest to be crowned Miss Playboy Mobile 2008. Visitors to the
online and mobile sites can view the beautiful candidates and then vote
for their favorite -- bringing her closer to the 2008 crown, a $5,000
cash-prize, and a professional photo-shoot at the world-famous Playboy
Mansion in Los Angeles. Voters must cast their ballots via mobile
phones.

"We are very excited about the inaugural Miss Playboy Mobile search,
one of many new mobile initiatives we are launching this year," stated
Edward Lang, Senior Vice-President and General Manager, Mobile and
International Online, Playboy Enterprises, Inc. "This campaign is
entirely consumer-driven -- from submissions to voting -- and we
designed it specifically to reflect the fun and sexy lifestyle shared
by Playboy fans and mobile consumers. We look forward to crowning our
first winner on April 2 in Las Vegas, home of the Playboy Club, as well
as the site of the CTIA Wireless Association Convention."

To enter this nationwide search, women 18 years and older can register and submit their photos for initial voting on http://www.mspbm.com/.
Round-One voting recently began, and concludes on March 15. Voting on
the finalists will extend from March 16 through March 31, after which
all ten will be flown to Las Vegas. The winner will be crowned "Miss
Playboy Mobile 2008" at a VIP celebration at the Hugh Hefner Sky Villa
at the Palms Casino Resort on April 2, during CTIA.

Fans may view the entrants at http://www.mspbm.com/
or Playboy Mobile's WAP site (wap.playboy.com), and then text their
favorite contestants' ID number to the Miss Playboy Mobile short code
67000. There is no fee for voting, but normal text-messaging rates may
apply. For official rules, please visit http://www.mspbm.com/.

About the Playboy Entertainment Group:

The Playboy Entertainment Group is a division of Playboy
Enterprises, Inc., and consists of several units: Playboy TV, Playboy
Home Entertainment, Playboy Radio, Playboy Online, and Playboy Mobile.
The Playboy Entertainment Group produces approximately 1,500 hours of
original programming annually in a range of genres distributed to
consumers through each respective unit.