Sony: Rush Mylo

the college crowd gets a big thumbs up from Sony with the September release of the Mylo (short for "My Life Online"), a new gadget that puts wi-fi-powered email, IM, web surfing and Skype calling under the thumbs of 18-22 year-olds.

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the college crowd gets a big thumbs up from Sony with the September release of the Mylo (short for "My Life Online"), a new gadget that puts wi-fi-powered email, IM, web surfing and Skype calling under the thumbs of 18-22 year-olds. And to recruit more of these thumbs to the Mylo cause, Sony and agency McKinney + Silver have started a "thumbternity" that aspiring members can pledge at RushMylo.com. "If you think about the target, most of them are heading off to college and will be confronted with either joining a fraternity or a sorority," says McKinney executive creative director David Baldwin. "They're a really great way to network and meet new friends and be a part of college life and college community. So if kids want to join, this campaign is a great spoof. If they don't want to join—well, it's still a great spoof."t
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