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.