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On Social Networks, Gen Y Hangs with Big Biz

Anti-brand teens and twenty-somethings are linking up more and more with brands that, instead of getting in the way of the social-networking experience with intrusive ads, are becoming part of that experience.

For example, Jones Soda’s Pimp Your MySpace page allows users to give a new look to their profile, writes Wired (via MarketingVox). And brands like Apple and Victoria’s Secret have opened Facebook groups, which have hundreds of thousands members, who receive perks ranging from discounts on products to chances to meet celebrities.

And offering a cool product that Gen Y wants wasn’t an issue for Chase Bank, which opened its Chase +1 group, a loyalty program for college students. Members of the group are offered chances to meet celebrities or win concert tickets and VIP passes.

So far this year, advertisers have spent $350 million on social networks, or 2.2 percent of total online ad spending, according to eMarketer, which estimates that social network ad sales will exceed $2 billion by 2010.