Vuguru, the new media studio of The Torante Company, Michael Eisner's (ex-CEO of Disney) new business venture, used MySpace as a platform to distribute its first production - Prom Queen. Having watched an episode I can best describe it as teenage angst and supernatural.

Created specifically for a social media platform rather that TV or cimema it had 80 episodes in 80 days leveraging the interactivity and social media platform of MySpace. It gained over 26k friends in the process and a lot of blog traffic. Forum activity was threads: 222, Posts: 1,396, Members: 187.

As it says on the MySpace page 'The story continues via videos, blogs, comments and profiles'.

As quoted on Podcast News Eisner said the show was an experiemnet and cost $100k - $150k and did not lose money.

For companies it is interesting to note that the cost was much less that a national TV or media advertising campaign and provided a platform for product placement and advertising as well as branded goods spin-offs. I am sure boxed DVD set sales will follow.

If advertisers are looking for brand engagement having 26k 'friends' socially networking and promoting on your behalf is not bad.