Most of my family, friends and social network colleagues know by now that I have a strange obsession with The Snuggie - the blanket with sleeves.

For those of you who are unaware of the phenomenon that is The Snuggie, at some point in the wee hours of the night, you’ll most likely see an infomercial with happy people lounging on the sofa, each wearing what looks like a backwards robe in jewel tones such as navy blue, red or purple.

I first became aware of this concept while perusing the Skymall catalog on a flight back to LA. The competitor to The Snuggie, the slightly more expensive Slanket, was listed as a must have holiday gift for 2009. While the Slanket provided a few chuckles, I couldn’t help but notice the buzz beginning to form around its lower cost alternative, The Snuggie, and my obsession began.

Am I obsessed because I think everyone needs a blanket with holes in it for arms? No.

Am I obsessed because I’m entranced by low-production value, somewhat retro late-night infomercials that bring back memories of the Chia Pet? Not at all.

Am I obsessed because when you’re cold, the Snuggie will keep you warm and toasty? Not even close (I have one and it barely did the trick).

I’m obsessed with The Snuggie because somehow, a relatively low-end product promoted during late-night has made a name for itself through social media. The Snuggie is the guilty pleasure product you love to hate. And people love to talk about it. And coincidentally, it loves to talk to you.

I’ve had many an interesting conversation with @TheSnuggie on Twitter, enjoying loving comments such as “I would hide your lady parts if you want me to,” and “Let’s lay together….” and even “I will grip your body in all the right places.” The Snuggie says all the right things.

If the Snuggie doesn’t do it for you, you might want to check out The Snuggie’s distant cousin, the WTF Blanket.  Not quite the same as The Snuggie, but a little more blunt and to the point.

Want to join other Snuggie Fans?  Try the Snuggie Pub Crawl in cities like LA and Chicago.  It’s really a great opportunity to get your Snuggie on.

The Snuggie has achieved near-celebrity status, with recent appearances on The Today Show, Jon Stewart, Ellen and Bill Mahar, as well as a great article in the New York Times.  Again, is the Snuggie (a product that competes with the Power Juicer on late night) getting coverage because we can’t live without?  No.  It’s because people are talking about it.

The Snuggie is a great case study in social media and awareness.  These tough economic times can be the perfect timing for not only low-budget advertising (as is the Snuggie infomercial), but also leveraging word of mouth to drive  awareness and demand.  In this recession, while retail sales of mostly everything are falling fast, the Snuggie’s sales are increasing with over 4 million units sold since September.

Retailing at just $19.95 (and offered with a free bonus reading light!), it’s a must have product. Not because everyone wants to be in a cocoon of warmth. But because people want to engage with a brand that everyone’s talking about.

Long live the Snuggie.