Since launching its first mobile reality series on Dec. 9, Playboy Mobile's "Interns" has been generating tremendous excitement among consumers and media alike.

In just over a month, Interns has received more than 891,000 views to PlayboyMobile.com and its distribution partners, including MySpace. In fact, it has been deemed buzz-worthy by leading digital trade outlets, as well as national consumer media publications including NBC's "The Tonight Show with Jay Leno," "ABC World News Now," USA Today, Reuters, Newsday and E! Online.

"The success of Interns, Playboy's first made-for-mobile original series, demonstrates the continued relevance and power of the brand in today's rapidly evolving media landscape," said Edward Lang, senior vice president and general manager of mobile and international online at Playboy Media Group, New York.

"Its increasing popularity continues to advance our lifestyle-based mobile initiatives in the marketplace," he said.

"Our integrated marketing approach and cross-platform distribution strategy demonstrate new ways Playboy is working with advertisers and sponsors in the digital arena."

Interns offers a glimpse inside the fascinating world of Playboy, following the journey of three summer staffers in New York City through six 3-minute irreverent "Mobisodes."

Users can access the content at http://www.playboymobile.com.

Interested consumers can also text INTERNS to 75269 (PLBOY) and at http://www.myspacetv.com/playboyinterns.

The Mobisodes, which have been released weekly starting Dec. 9 for six weeks, feature three college interns who recently worked at the Fifth Avenue offices of Playboy Enterprises: Charlie Romano, 20, a St. John's University student from City Island, New York; Jonathan Golbe, 24, a Wesleyan University alumnus from Metuchen, New Jersey; and Ashley Taylor Rappaport, 20, a University of Delaware student from Marlboro, New Jersey.

To create buzz and stimulate distribution, Playboy leveraged its recently launched the Playboy Audience Network for the mobile platform -- or mPAN -- which is a suite of digital partnerships.

To promote the mobisodes, Playboy used online banner ads and videos, HTML email blasts, mobile banner ads, SMS messaging, Playboy Radio (Sirius 198 and XM 99) and guerilla marketing via Playboy's nationwide college program of On Campus Representatives.

Playboy also partnered with göt2b to incorporate product placement into the programming.

One component of the internship's challenges features Magnetik, the edgy men's styling gel with pheromones.

"The success of Interns can be attributed to a combination of compelling content and the right digital-distribution strategy, with an engaging and targeted grassroots marketing campaign," Mr. Lang said.

"The lifestyle aspects of the brand permeate throughout the series, through the tasks and the interaction between the interns and the Playmates, and the overall creative concept resonates well with our target demographic."

Playboy's strategy to bolster mobile offerings is part of a continuing effort to broaden its audience base, while simultaneously deepening the brand's connection with existing fans in non-traditional ways.

In creating more immersive mobile-specific content, including cutting-edge audio and visual content, Playboy becomes a storefront for interacting with Playboy Mobile properties on other mobile devices.

The growing audience for Interns underscores the idea that compelling content will draw an audience -- on any platform -- and draw viewers to the mobile TV platform," Mr. Lang said.

"The important question to ask is, how will content producers continue to differentiate themselves," Mr. Lang said. "We believe there is a strong case for original content that can provide a better monetization opportunity for content creators by drawing greater numbers of discerning consumers."

Most mobile content is currently repurposed video, originally intended for distribution via more traditional platforms such as film and television.

Along with its production partner Swanhaus Productions, Playboy spent significant time considering mobile-consumption habits, ways to best frame shots and the right formula for maintaining an episodic pace while leaving the audience wanting more.

"Playboy's production of Interns is an example of our leadership in the business of multi-platform, lifestyle-content creation," Mr. Lang said. "With Interns' success, we hope to see a trend in studios and content producers developing more material targeting the mobile audience, designed around viewers' habits on non-linear platforms.

"Playboy Mobile looks forward to continuing our endeavors to provide exceptionally well-produced content, offering a compelling and entertaining mix to our growing audience," he said.