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The $15 billion sex toy industry is booming, and it's expected to grow an additional 250% by 2020 according to business site TheStreet.  But despite its success, the sex toy industry faces numerous marketing and communications challenges due to the adult nature of their products.

That's why sex toy company We-Vibe took the unique approach of "[engaging] people in a way that they can feel more comfortable with," says Denny Alexander (a marketing communications manager at We-Vibe parent Standard Innovation) in a recent article in PR Week.

In order to engage its consumers in a fun and playful way, We-Vibe partnered with Upright Citizens Brigade (the comedy theatre, school and video juggernaut built by Amy Poehler, Matt Besser, Ian Roberts & Matt Walsh) for a bunch of sexy, funny events. UCB hosted shows in its New York and Los Angeles theatres that used audience Q&As with guests from We-Vibe to inspire improv by some of their premier performers. We-Vibe also sponsored some of UCB's performances at SXSW last March, including the massively popular Asssscat.

One of the most exciting events of the partnership was a Google Hangout event titled "Ask a We-Vibe Sexpert All Your Burning Questions," in which UCB comedians Fran Gillespie (SNL) and Nicole Byer (Girl Code) talked to We-Vibe "Global Passion Ambassador" Tristan Weedmark about audience-submitted sex questions. In addition to being informative and educational, the conversation between the three women was predictably hilarious. The hangout was hosted on Jezebel.com and garnered 509,000 impressions.

We-Vibe & UCB's successful collaboration is a great example of how businesses can use comedy to connect with their customers and build positive brand awareness. Not to mention some great buzz. (We're sorry, we had to.)