It’s actually kind of web 2.0 within web 2.0.

From the New Yawk Times article on the cult hit Entourage:

Another part of the campaign is a contest, called MyEntourage, that works with the social Web site MySpace.com. Fans must find three other friends, build a Web site around their own personal entourage and encourage their friends to link to it. HBO, a unit of Time Warner, will choose finalists, and users of MySpace.com will vote for the most popular entourage. Each winner gets a car and a weekend trip to Los Angeles, where the group will be filmed paparazzi-style, like the characters on the show.