Users are asked to vote for their favourite celebrity or member of the public on Myheartthrob.co.uk, which was created by digital agency Global Beach.
Visitors can rank their choice under eight attributes, including "I know how to satisfy a woman" and "I can make you laugh".
Once users place their vote, they are taken to a new webpage featuring an image of the Rampant Rabbit Heart Throb with video footage of the device in action.
The top ten rankings of celebrity and non-celebrity candidates are shown on the microsite, while the celebrity top 100 is also available. Richard Hammond is currently ranked first followed by Philip Schofield.
Julian Baker, marketing and business development director at Ann Summers, said: "As part of our ongoing social media approach, we wanted an entertaining and engaging campaign for the Heart Throb but not something that overtly promoted the product or our brand - it had to be more subtle.
"Viral is key to us in trying to create online brand advocates. Britain's Number One Heart Throb met our criteria of fun and quirky and is in the right tone of voice for Ann Summers - Global Beach hit the nail on the head."
The site will be live until October 24 and is part of a wider marketing campaign which includes advertising in female consumer press, including titles such as Cosmopolitan, Company, Heat and Closer.