Because we used young adults as the medium and the story they passed along as the message, medium and message were essentially one and the same. When we did use 'paid media' to increase the volume of chatter, we focused our efforts in places known for starting and/or spreading conversations: blogs, online community sites, college campuses, etc.

Entries on Google approached 100,000. More than 150,000 people hit the site, spending over two minutes per session. Pherotones were reported in The International Herald Tribune, NPR and The New York Times, among others. Importantly, traffic to oasysmobile.com increased by 400% the day the partnership was announced.