Back-to-school pitches go social with Facebook, Twitter - USATODAY.com

The first sighting of Britney Spears' new back-to-school commercial for Candie's wasn't on TV. Or in theaters. Or even on the website of the hip, tween-targeting seller of footwear and clothing. Those venues would be so 2008.

The spot that shows a sultry Spears ogling a guy at a polo match had its premiere online Thursday on social-networking sites Facebook and BritneySpears.com and promoted by Spears via social network Twitter — where she had 2,536,459 "followers" as of midweek. Candie's purposefully launched the ad this way in hopes that millions of girls will send it back and forth to each other...