07-18-2006, 08:11 PM
Quote:It's a quasi-social-networking site for teens designed to allow them to "express their individuality," yet it screens all content, tells parents their kids have joined and forbids users to e-mail one another. Oh, and it calls users "hubsters" -- a twist on hipsters that proves just how painfully uncool it is to try to be cool.
Desperate to appeal to teens with something other than pencils and backpacks during the crucial back-to-school season, Wal-Mart is launching a highly sanitized, controlled and rather unhip site at www.walmart.com/schoolyourway. Teens are invited to create their own page, "show it to the world and win some fab prizes," including a chance to have their videos appear in a Wal-Mart TV commercial. Wal-Mart's agency is GSD&M, Austin, Texas...
full article: http://adage.com/article?article_id=110520