It looks like Dreamworks is using Friendster to promote the release of Anchorman, with user profiles for each of the characters. In addition to Will Ferrell's Ron Burgundy, there are photos and descriptions for Veronica Corningstone (Christina Applegate), Brian Fantana (Paul Rudd), Brick Tamland (Steve Carell), and Champ Kind (David Koechner).
It looks like someone's logging in every day to approve every new friend request and testimonial. (So far, Ron Burgundy has 273 friends from word-of-mouth alone.)
Is this sort of promotional tie-in a first for social networking applications? Does anyone know if Friendster approved (or was paid for) the creation of the fakester accounts, which they officially forbid? (Thanks to James for the original tip.)
Update: Some users are seeing giant Anchorman banner ads, proving that it's an official Friendster tie-in.
March 29, 2012: Eight years later, Ron Burgundy joins Twitter to promote Anchorman 2.