West Hollywood, CA-based Archetype Media, a start-up working on social networking ads, has raised a $4.12 million first round from Redpoint Ventures, according to PE Hub. The company’s service, dubbed SocialVibe, allows users to get themselves sponsored, meaning someone could choose to have Nike sponsor their Facebook or MySpace, in exchange for rewards points or goods. The company is helmed by Joe Marchese, an online media analyst and consultant. Social Vibe was previously the name of Marchese’s consultancy. The company is one of numerous startups trying to crack the social advertising nut, which has lacked a good solution heretofore.