MySpace said that the Lynx would feature downloadable movies and games based on Towel Boy, a character from Lynx's latest marketing campaign.
Describing himself as a 24-year-old semi-naked superstar, Towel Boy's MySpace page has videos of busty models ironing his clothes, and a Benny Hill-esque version of a mobile game, featuring Towel Boy luring scantily clad women into a nightclub.
It is understood to be the first time MySpace has featured a branded community on its portal and, with similar deals expected to follow, it indicates Rupert Murdoch's intention to unlock the youth marketing potential of last year's $580m acquisition.
Jay Stevens, vice-president of sales operations at MySpace, said: "This is our first branded community in the UK, and others will follow soon.
"MySpace offers a unique platform for advertisers, which can help them identify their biggest brand champions and maintain an ongoing dialogue with them."
Lynx's latest spot for Lynx Dry, which was created by Lowe Argentina, features a non-Lynx user excessively sweating under his arms and unwittingly showering pedestrians.
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