BRITNEY SPEARS’ SPREE AT YOUTOPIA SITE

Byline: Melanie Kletter

NEW YORK — Now that she has saturated the magazine and television arenas, Britney Spears is about to embark on a new media venture.
The hot teen star will be featured starting today on teen loyalty Web site Youtopia.com along with her boyfriend, ‘N Sync’s Justin Timberlake. The two will be shown on a virtual shopping spree during a series of “episodes” taped recently in New York City. During their adventures, the duo will talk about their favorite apparel brands and where they shop and offer fashion tips.
“This is a major step for the company,” said Randi Shinder, Youtopia’s chief executive officer. “Spears has been an ambassador to the site for the last year and is also a shareholder. It’s great for us to have her.”
While it seems it would be tough to snag such a sought-after star, Shinder said her firm sent a letter to Spears’ publicist several months ago and received word back shortly thereafter that Spears would be interested in working with the teen portal.
In conjunction with the shopping episodes, users who log on to the sprees will automatically be enrolled in a contest called “Shop Like a Megastar,” in which winners will receive a $1,000 gift certificate that can be used at various sites, as well as other prizes.
Youtopia.com targets teens ages 13 to 19, with the offer of a chance to earn e-currency, use a virtual calendar, or enter a chat session. It has a variety of interactive sections, like a virtual dating game, trend questionnaires and games sponsored by companies such as Ninetendo, Lucky Brand Jeans and Ericsson, where teens earn “dollars” for participating. The e-currency is redeemable at different destinations online and off-line.

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