Tampax Enters Social Networking Fray

NEW YORK Tampax is running its first social network ad campaign, but it’s not on MySpace.

Instead of targeting high-school girls among MySpace’s 160 million members, the Procter & Gamble tampon brand is kicking off a 10-week promotion on Takkle.com, a newly launched social network for high-school athletes.

Tampax is the sponsor of a “battle” on Takkle that challenges high-school cheerleaders to submit three-minute video clips of their best cheers. Users vote on their favorites, and Takkle is awarding the winner $10,000 of cheerleading equipment and apparel.