When faced with the daunting task of launching a new device to the college age consumer, we aimed to create a sense of desire on campus. To creatively manufacture desire of their newest device, we asked Sony to restrict distribution for a limited period of time.
We launched a new underground Greek organization called MYLO. Before the product launched, we teased the campaign and the new house on campus. We then handed out pledge pins during Rush Week to influential students at universities across the country, while running unbranded recruitment films on local TV in college markets and on collegehumor.com. In tandem with the product launch, the entrance to the virtual home of the Greek organization was invite only, manufacturing curiosity in the newest, most exclusive house on campus.
The exclusive Greek organization was the first virtual online fraternity/sorority of its kind. Upon receiving access to the site, members participated in pledge games and battles, like Thumbwrestling. Winners of the pledge games were given the ability to win a Sony Mylo, before the product even launched.
The virtual house eventually opened its doors to everyone, enabling consumers to upload their own thumbs, design them and participate in house activities. During the course of the campaign, over 175,000 college age consumers pledged the MYLO house.