Dylan & Cole Sprouse

Online scavenger hunt is viral

Approach: DualStar Entertainment Group partnered with StyleFeeder for two weeks in August to virally market the clothing line of tween stars Dylan and Cole Sprouse. A contest, promoted on the brothers' Web site, as well as their Facebook and MySpace pages, urged fans to add Sprouse items to their StyleFeeder widgets, which exist on individuals' social networking pages. Those who added the most merchandise won autographed calendars and became the Sprouses' Top Friends on MySpace and Facebook. One winner got a phone call from the twins.