• by David Goetzl  @dgoetzl, August 11, 2006

NBC's "Earl" has joined the growing roster of TV shows to seek new friends on MySpace. The TV network, along with "My Name is Earl" producer 20th Century Fox Television, Thursday launched a promotion for the program on the burgeoning social networking site.

The initiative aims to tap into MySpace's role at the apex of the user-generated content movement by allowing visitors to submit a personal photo that could wind up on a broadcast of the NBC hit. Three winners will be selected--with the photos running during the end credits in each of this season's first three episodes, starting with the premiere Sept. 21.

The promotion is an attempt by NBC to boost interest in the comedy among a younger target audience. Last season, "Earl" was NBC's top show in the 18-to-34 demo--a key swath of MySpace's millions of users--and the 15th ranked show among all network offerings.

NBC will run on-air promos for the sweepstakes throughout August on re-runs of the comedy. MySpace will, in turn, give it exposure on its home page.

A MySpace.com page for "Earl," where users can enter the contest, makes an attempt at viral marketing, with MySpace staples such as a series of "friends." There's even a video that users can post on their MySpace pages, but it's with "Earl" star Jason Lee. Additionally, the page includes sneak previews of the show's first-season DVD and soundtrack, "Earl" content for cell phones and a plug for show merchandise.

The promotion likely has roots in the relationship between 20th Century Fox and MySpace, which are siblings under the News Corp. umbrella.

Previously, Fox and sister cable network FX--also a News Corp. operation--have used MySpace to promote TV shows like "American Idol" and "Nip/Tuck." HBO also recently ran a promotion on MySpace for "Entourage."

"The 'My Name is Earl'/MySpace campaign serves as the perfect platform for the show to drive tune-in while celebrating its fan base," Shawn Gold, senior vice president of marketing and content at MySpace, said in a statement. "Our members have a unique opportunity to become an active participant by adding Earl as a friend and becoming part of the show's culture," he added.