Though it might seem contrary to a brand advertiser's immediate interests, Deep Focus intended for the Gaia  version of the Mimzy to be scarce from the campaign's inception. They wanted the Mimzy to be a source of product envy, which could prompt users to want to see the film even if they didn't have the connections or Gaia Online Gold necessary to obtain a virtual Mimzy for their avatar. Those who initially obtained the Mimzy interacted with the brand more directly by watching a trailer for the film.

In terms of stats, Gaia gold is an online advertiser's dream. 60% of users are between 16 and 24, with a 55% to 45% female-to-male ratio. The usual engagement time of a user interacting with a Gaia branded campaign area is between 15 to 30 minutes, not counting time a user might spend interacting with a brand by just wearing branded apparel or playing with branded goods. Advertisers, says Hyrkin, have been taking increasing notice over the last six to nine months.

"We're way beyond an experimental site. A lot of players in the space only have a million or two users,and anything brands are doing there is an experiment," said Hyrkin. "With us, their campaigns are substantive and a huge part of their online activities. Increasingly brands see Gaia Online as an integral part of their campaign for the 13-24 US population."