Wal-Mart's awkward dress-up as MySpace

MySpace may be helping shape a generation of hyper-expressive, socially wired Internet addicts. But Wal-Mart, with its newly launched online social network, is encouraging the little marketer in them.

Wal-Mart's new social network, The Hub, urges kids to "express their style" with a member account showing off their favorite photos, music, and ... Wal-Mart clothing and gadgets. And if a teen produces a video clip deemed worthy, he or she can win an appearance in a Wal-Mart television commercial, along with prizes like a Sony laptop. Stand back, "American Idol."

Wal-Mart's overture to teens is clearly an attempt to win some cool quotient away from Target, which is the hipsters' store of choice. But according to a story in this week's Ad Age, Wal-Mart may have a hard time shaking off its also-ran status with the kids, some of which call the site "corny."

A quick glance at The Hub leaves the impression that social networking is not Wal-Mart's forte, but rather, hiring a teen focus group is. One member Ashley, whose profile is called "Tap into Fashion," writes: "Shopping will be my number ONE hobby this fall....I'll be on the lookout for the latest fashions. From leggings to layers, to boots and flats, big belts, and headbands!"

Maybe Ashley really is into fashion, but her language suggests that a career in marketing might be a better fit.