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 organization called “MYLO” allowed participants to join an online “Thumbternity House/Community.” The MYLO Thumbternity was promoted with an integrated campaign that incorporated traditional and online media to help the target understand what the Sony MYLO was all about.

Website – www.rushmylo.com, the world’s first Thumbternity.Unbranded Teaser Videos – Placed on YouTube.Branded Videos – Found at rushmylo.com; passed around the web.Rich Media – Thumbwrestling game.Unbranded Teaser Banners – Placed on college student sites.Branded Teaser Banners – Placed on college student sites.Print Ads – Thumbternity ads placed in college newspapers.Wild Postings – On college campuses.

Live Events – Mylo on college campuses during “Rush Week.”Pledge Pins – Passed out on college campuses.Pizza Boxes –Thumbternity logo was printed on pizza boxes.Open Letter to College Campuses – Placed in college newspapers.

Over 175,000 consumers participated in the campaign as Mylo Thumbternity pledges.Consumers spent an average of over five minutes interacting with www.rushmylo.com.Consumers created their own Mylo “Thumbternity” videos online as well as created their own MySpace pages dedicated to the campaign.