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CHICAGO One year ago, as Alltel was winding down a campaign using celebrity impersonators to skewer its larger telecom competition, the company’s agency, Campbell-Ewald, created a MySpace page for Alltel spokescharacter Chad, a handsome 28-year-old blond guy. The intention was to counter the TV campaign’s mock trial, which was told from the point of view of the competition.
But a funny thing happened when Chad hit cyberspace: He became popular, registering more than 3,500 friends on his MySpace page as of last week.