After a soft launch at the GLAAD Media Awards on May 10, MoxieQ officially launched on June 9. But the company had been building buzz on Facebook prior to the launch. It is working with Abelson Group on blog and media relations and Witeck-Combs Communications on specific LGBT outreach.
"The LGBT community, like many other niche communities, tends to be very word-of-mouth," said Heidi Lehmann, founder and CEO of MoxieQ, noting its presence on MySpace, Facebook, and Twitter. "Twitter is that running commentary and Facebook was more of a home base for us." Through Facebook, MoxieQ announced events, sent out messages, and promoted the celebrities involved in the site, including Bravo's Fashion Show contestant Andrew Christian and Clear Channel's Ryan and Caroline, also known as "Radio's Will and Grace."
With two separate targets, potential advertisers and potential users, MoxieQ is going out with the message that it is a bit different than other LGBT-themed Web sites. First, its focus on mobile allows for great mobile marketing opportunities, and its LGBT sensibility is designed to be a bit more mainstream, even attracting heterosexual consumers who want to be involved in the culture.
"We want to put a stake in the ground and say we're a little different," Lehmann said. MoxieQ wants "to socialize what we are to our user base."