Moxie Q, a startup mobile and online entertainment destination that boasts a "gay sensibility," officially launches today, conveniently during gay and lesbian pride month.
Founded by Heidi Lehmann, former executive of Third Screen Media, and Kim Olson, a founding member of Sprint Mobile Media Network, the company is getting the word out at different events around the country including Kansas City, New York City, and Los Angeles all this month.
A few months after the pioneer in mobile advertising, Third Screen, was acquired by AOL in 2007, Lehmann split from the company. She inquired with her contacts at advertising agencies about the level of interest in gearing campaigns to the lesbian, gay, bisexual, and transgender community, and decided to form Moxie Q. She discovered advertisers definitely wanted to reach the LGBT community in a more effective way because it is perceived to be highly affluent, and very influential. Advertisers see that the "double-income/no-kids" households contribute to that view of LGBT homes, as well as to the estimated $712 billion dollars they spend.
The LGBT demographic continues to grow as being seen as representing trend-setters. Lehmann explains the "irreverent" gay humor attracts a wider audience. She refers to Moxie Q's other services as a "gay friend for your pocket," intended for straight people wanting the "gay" touch for fashion and trends.
While the startup is cross-platform, "mobile is the main emphasis" according to Lehmann. "We've gotten some really good traction and enthusiasm." Content will be part exclusive, and part involving other LGBT brands partnerships.
Having debuted at the GLAAD Media Awards in New York in March, and Los Angeles in April, it has attracted a good amount of star power. Ryan and Caroline, formerly of Clear Channel's Pride Radio, and considered to be the "Will & Grace" of radio personalities, did interviews on the red carpet with such celebrity as Suze Orman, Tyra Banks, Judith Light, Kathy Griffin, and Wilson Cruz.
While the main aim of Moxie Q is for fun and entertainment, it also includes a feature that allows users to click to call their senators anytime they wish to weigh in on local issues, for example California's Proposition 8, or even the federal Don't Ask, Don't Tell. This extra feature is called "re:ACT" and can be found at https://www.m.moxiew.com/site/act/.
