Smells like Teen Spirit: Social networks the new TV networks?

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If you dug the LAT’s look into YouTube, you really ought to check out Business Week Online. Their piece today about the whole YouTube/MySpace phenom reveals just how mainstream the advertising on YouTube has become.

Procter & Gamble used MySpace to launch Secret Sparkle, a deodorant for 16-to-24-year-old girls and women. It linked the product to the home pages of musicians that used MySpace and appealed to the same demographic. When users listened to new songs by The Donnas and Bonnie McKey, they were exposed to ads for Secret Sparkle and offered a chance to participate in a Secret Sparkle sweepstakes.”

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This sort of stealth advertising is great for mainstream products, but what do you sell to YouTube viewers who get off on watching live sushi?