MySpace - instead of your actual website

Last week, i saw an ad for jeans on the back of a bus. Not so unusual. It had a picture of a bored and pasty youth, a Wrangler jeans logo, and a url. This one: http://www.myspace.com/wranglerjeans. Apparently, Wrangler is male, 101 years old and would rather not discuss his sexual orientation. His interests are a bunch of photos that, when clicked on, open the MySpace page again in a new window. Wrangler has a website: http://www.wrangler.com but it seems they want the kids to interact with them via their MySpace page. I think this comment (from Melbourne band The Emergency) sums up the success of this particular effort:

Hello there a pair of jeans!

I remember when I got Wranglers for $35 at Myer, just a few short years ago. They seemed to be made much better then.

Oh well, you're much more popular now, I guess being popular is the most important thing in the world.

Another comment thanks Wrangler for the ad. Now, businesses running ad campaigns in social spaces isn't unusual, but it is generally unpopular with communities. I understand that businesses are experimenting in this area and most haven't found ways to offer something of value to the community that also promotes their product. I'm just surprised that Wrangler chose to use its external poster advertising to promote this page. I'm guessing it didn't pay off.