Hidden advertising

I noticed on one of my Myspace journeys that Tom (everybodys friend) had changed "his" picture into a Simpsons-like edition. Tom tranforming into Simpsons is a great example on hidden advertising - generating effect in an "accidental" way and promoting The Simpsons Movie. Tom is in direct contact with 192793616 Myspace users, which clearly explains the scope of the activity!