To say that this project was a departure from the norm for MicroArts would be a huge understatement. However, that was what also helped make it such an interesting challenge. Here was an opportunity to not create an entirely new brand from scratch, but also to test our skills in developing fun and unusual marketing strategies to launch this product because there simply wasn't the budget to fund a traditional consumer campaign.

• Establish a strong brand for a "sensational" new product in a new product category.
• Gain press coverage to reach a wide audience economically.
• Build an online community of users by enabling them to share experiences.
• Establish retail and e-commerce distribution channels.

MicroArts knew that building a virtual community of users would be critical to the success of this product. Of course, as the first iPod-powered sexual vibrator, we could count on the risqué nature of the product to help create high talk value. A core group of female contacts in cities across the country were inducted as charter members in the beta-tester team, and their first task was to provide input to help name the product. Based on their responses to an online Zoomerang survey that presented numerous options, the overwhelming majority voted for the playful, tongue-in-cheek name OhMiPod. However, due to concerns about the response from Apple®, the name was modified slightly to become OhMiBod™.

As "the ultimate iPod® acsexsory™," the design and everything else about the OhMiBod product mimicked the clean, sophisticated lines and white color of the iPod music player. Picking up on these design cues, MicroArts created a similarly clean brand for OhMiBod. The logotype uses the same iPod-esque type treatment with a single pink accent on the dot of the "i" and, together, this hot pink, dark gray and white complete the minimalist OhMiBod brand color palette.

With the brand in place, MicroArts set about creating a "buzz" (pardon the pun) in the market. Knowing that leveraging PR would be the most effective and economical way, MicroArts developed a "clutter buster" mailer to deliver an OhMiBod product sample to editors of diverse publications ranging from the Wall Street Journal to Redbook and PC World to Hustler. Be it in print, or by word of mouth, anyone who had a true interest in OhMiBod would ultimately find their way to the OhMiBod web site. More than simply showcasing OhMiBod and facilitating online sales, MicroArts wanted the site to be the focal point for the growing community of OhMiBod users. In Club Vibe™, visitors can download playlists developed especially for OhMiBod by professional DJs, or the most effective and enjoyable songs recommended by other users. In addition, the web site also features the OhMiBlog, which provides the forum for users around the world to share tips, stories and best experiences using the product.

Currently, MicroArts is bringing OhMiBod directly to consumers in key cities, and capturing the reaction of women on the street, with the help of an independent video producer. The resulting videos will be a key component in the ongoing campaign to promote OhMiBod virally.