Procter & Gamble is launching Tampax's first social networking campaign, but it's not on YouTube or MySpace; rather, the CPG giant is using high school athletics social-networking site Takkle.com.

Tampax will sponsor a contest on Takkle.com, asking cheerleaders to submit videos of their best cheers, AdWeek reports. The contest will run for 10 weeks, with users voting on their favorites and the winner receiving $10,000 worth of cheerleading equipment and apparel.

Tampax is promoting the contest via its BeingGirl.com site; P&G will also sponsor a Takkle group devoted to the contest.

"The reality is if an advertiser wants to target on MySpace, it doesn't know who it is reaching," Takkle CEO David Birnbaum is quoted as saying. "There's no confidence in advertisers in their ability to target their user base."

Tampax spends very little on internet advertising, according to TNS Media Intelligence. Of the $41 million spent on measured media, less than $1 million went to the web.