Axe taps the queen of MySpace for Gamekillers effort

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When Axe wanted to tap MySpace for its Gamekillers campaign, it turned to 22-year-old Christine Dolce of Orange County, California. Known as "Forbidden," she has become one of the most popular women on the social-networking site and perhaps the only one to become a brand.

Leveraging nearly 900,000 "friends" attracted on MySpace, Ms. Dolce now is sorting through proposals from fragrance, fashion and cosmetics marketers, and publishers, said manager Keith Ruby, who met her on MySpace and believes she can become a $10 million brand.

She already sells Destroyed Denim jeans online, and she did her first spokesmodel appearance last week for video game "Scarface." This week, she's doing a press tour for Axe and launching her own Web site, which is backed by Axe banners. A pictorial in Playboy comes later this year.

"I think Christine is a great example of social networking optimized to its fullest," Mr. Ruby said. "Our goal is for her to be the best-known girl on the Internet in a year."
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