The trick was to take this "free-for-all" space and apply Marine Corps values without turning people off. A statement of the oath on the profile page gave prospective friends a sense of the Corps. The "confirm friend" page was completely redesigned to feature an oath of friendship over an image that reenforced the Marines code of "Semper Fidelis", Always Faithful.

This has been our best performing online placement to date: 42,122 Friends to date, 410,678 clicks from MySpace to Marines.com, and a wealth of PR exposure, plus the prestige of helping MySpace uncover a new source of revenue...they are now charging other corporate members to use the confirmation page as ad space.