Last year, Sony released a new product called the 'Mylo Personal Communicator'. This compact device fits in the palm of your hand and puts IM, SKYPE, web-surfing and file sharing all at the tip of your thumbs. To launch this product, we created the world’s first 'Thumbternity' (a play on the way the consumer interacts with the product.) This pseudo-Greek organisation called 'MYLO' allowed participants to join an online 'Thumbternity House/Community'.As a way to reinforce the MYLO message of "have more fun with your thumbs",we created the thumb-wrestling game for the college-aged target audience to play.