Travelocity's Roaming Gnome mascot has established a profile on MySpace and will actively participate in the MySpace community, commenting on friends' profiles and blogging at least once per week, according to AdWeek.

Travelocity has made a yearlong commitment to the MySpace campaign, which includes six weeks of media to build a user base said John Keehler, a strategist at ClickHere.

Though the campaign is not viewed as a direct-response push, Travelocity will track bookings that result from deals and offers sent to MySpace users.

Ad icons have proven big draws on the social network. Burger King has used its King mascot to gather 135,000 friends, Wendy's used its Square character to attract 70,000 friends, and Honda's Gil the Crab has also established a healthy following.