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Mandy Moore's marketing team has been one of the few in Hollywood to completely adopt a web 2.0 approach to branding and promotion, so I wasn't the least bit surprised to hear that the pop star/actress/activist has stamped her name on a recently launched social network, according to Hollywood Today. Named uPumpItUp, the social network is actually a site launched by Kraft Foods, specifically Crystal Light.
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The site is for offering a place for women to connect with each other, and collectively achieve milestones for various life activities. Given Kraft's necessity to push healthier lifestyles through its own products, having a lifestyle-oriented (product-free) socnet isn't a bad route to go.
uPumpItUp isn't entirely Mandy Moore's network, but she's a big part of the branding efforts. Moore is actually one of a handful of experts on the site that will be regularly contributing comments, tips and challenges. Any user can join a challenge or create one of their own. Challenges can be private or public, and the real social capabilities of the site come into play when multiple users join a challenge. These end up operating a bit like forums, where contributers offer their two cents about a given milestone involved in a challenge.
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For anything that requires a step-by-step process, I can understand the collaboratively helpful nature behind this setup. There's also the ability to include tips and pointers for helping others achieve the milestones involved in a particular challenge. You can't mark milestone's as complete out of order, however, and this network also doesn't appear to be one in which support is given for helping an individual achieve a particular goal (challenges are very group oriented).