GigaOM outlines the findings of, not surprisingly, a MySpace report.
Friending is the next advertising, proclaims the report. And 40 percent of social network users claim to have discovered brands and products that [they] really like through the websites.
The report looks at two campaigns in particular, in which adidas and EA created communities that
1. made their brands into persona,
2. enabled sharing (e.g. forward this to a friend) and
3. [gave] the consumer a chance to realize their dream/fantasy.
adidas and EA spent $1.87 and $1.19, respectively, per MySpace user who said because of the campaign he or she intended to buy the companys product.