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Sofia's Diary Launches on Bebo Next Month
Follows Product Integration Blueprint Pioneered by Bebo's KateModern
LONDON, Friday 29 February 2008 - Bebo, the global social media network, today unveiled the first key brand integration deal to feature in its forthcoming interactive web drama, Sofia's Diary.
The deal between Bebo and household and toiletries company Church & Dwight UK Ltd will see the social media network become the launch platform for its new tooth whitening product Pearl Drops Instant White brush on veneer, a great new innovative cosmetic whitening product for teeth.
The product will be integrated into the Sofia's Diary plot for an initial three month period. However the involvement of Pearl Drops will extend beyond the traditional concept of product placement. The firm is also sponsoring one of the series' characters, a make-up artist for a fashion magazine, played by real life make-up artist Rachel Wood allowing product demonstration for Instant White as part of the show. Additionally, Rachel will have her own Bebo profile which viewers will be able to befriend. Through this profile Rachel will interact directly with the target Pearl Drops audience offering professional beauty tips, allowing Pearl Drops to communicate the unique benefits of Instant White within a natural and influential environment.
The innovative collaboration, brokered by advertising agency Media Therapy, represents the first digital brand integration for Church & Dwight, owners of Pearl Drops, Nair, and Arm & Hammer, among other personal products.
Sofia's Diary launches exclusively on Bebo next month and is aimed at a 16-34-year-old female audience. The format, which is owned by Sony Pictures Television International, is being produced by Irish firm Campbell Ryan Productions. Using Bebo's social networking tools, fans will be able to catch up with individual episodes as well as talk to the characters, cast and producers, solve plot puzzles and suggest future ideas for the show.
It follows on from the phenomenal success of Bebo's inaugural online drama, KateModern, which received more than 35 million views in its first season and has reached more than five million viewers in the first two weeks of season two.
Bebo's Senior UK Sales Manager, Dominic Tillson, said:
"We are very excited to be working with Pearl Drops as the launch platform for their new Instant White product. Online interactive programming is becoming increasingly influential in shaping young people's impressions of brands and engaging with the audience through programmes such as Sofia's Diary represents a key way for brands such as Pearl Drops to connect with its target audience."
Mark Wrighton, Pearl Drops Brand Manager from Church & Dwight said:
"Teaming up with Bebo and the makers of Sofia's Diary presents an exceptional platform through which to launch our latest Pearl Drops beauty product. We recognise that social networking is emerging as an important new form of self-expression, allowing people to communicate their passions and express their identity to one another. Having the perfect photograph to represent your online existence is important which is why we have developed a teeth whitening product that offers you instant results. Bebo's audience of 40 million users is our perfect audience so we expect this launch to generate real enthusiasm. "
Media Therapy creative director Neale Hunt said:
"The emergence of successful online programming formats represents a new take on engagement marketing. A format such as Sofia's Diary offers a unique opportunity for advertisers and consumers to engage on this level because they can't do this on television."
In addition to activity on Bebo.com, Pearl Drops is launching 'Instant Whitening Tool', a photo corrector tool that allows people to instantly improve their online image by whitening their smile. Housed on a specially developed microsite at www.instantwhite.co.uk anyone can easily upload, retouch and improve the whiteness of their smile totally for free.
BEBO UNVEILS FIRST PRODUCT INTEGRATION FOR SOFIA'S DIARY
February 29, 2008
Innovative Approach Sees Church & Dwight's Pearl Drops Instant White Integrate Both Product and Characters into New Online DramaSofia's Diary Launches on Bebo Next Month
Follows Product Integration Blueprint Pioneered by Bebo's KateModern
LONDON, Friday 29 February 2008 - Bebo, the global social media network, today unveiled the first key brand integration deal to feature in its forthcoming interactive web drama, Sofia's Diary.
The deal between Bebo and household and toiletries company Church & Dwight UK Ltd will see the social media network become the launch platform for its new tooth whitening product Pearl Drops Instant White brush on veneer, a great new innovative cosmetic whitening product for teeth.
The product will be integrated into the Sofia's Diary plot for an initial three month period. However the involvement of Pearl Drops will extend beyond the traditional concept of product placement. The firm is also sponsoring one of the series' characters, a make-up artist for a fashion magazine, played by real life make-up artist Rachel Wood allowing product demonstration for Instant White as part of the show. Additionally, Rachel will have her own Bebo profile which viewers will be able to befriend. Through this profile Rachel will interact directly with the target Pearl Drops audience offering professional beauty tips, allowing Pearl Drops to communicate the unique benefits of Instant White within a natural and influential environment.
The innovative collaboration, brokered by advertising agency Media Therapy, represents the first digital brand integration for Church & Dwight, owners of Pearl Drops, Nair, and Arm & Hammer, among other personal products.
Sofia's Diary launches exclusively on Bebo next month and is aimed at a 16-34-year-old female audience. The format, which is owned by Sony Pictures Television International, is being produced by Irish firm Campbell Ryan Productions. Using Bebo's social networking tools, fans will be able to catch up with individual episodes as well as talk to the characters, cast and producers, solve plot puzzles and suggest future ideas for the show.
It follows on from the phenomenal success of Bebo's inaugural online drama, KateModern, which received more than 35 million views in its first season and has reached more than five million viewers in the first two weeks of season two.
Bebo's Senior UK Sales Manager, Dominic Tillson, said:
"We are very excited to be working with Pearl Drops as the launch platform for their new Instant White product. Online interactive programming is becoming increasingly influential in shaping young people's impressions of brands and engaging with the audience through programmes such as Sofia's Diary represents a key way for brands such as Pearl Drops to connect with its target audience."
Mark Wrighton, Pearl Drops Brand Manager from Church & Dwight said:
"Teaming up with Bebo and the makers of Sofia's Diary presents an exceptional platform through which to launch our latest Pearl Drops beauty product. We recognise that social networking is emerging as an important new form of self-expression, allowing people to communicate their passions and express their identity to one another. Having the perfect photograph to represent your online existence is important which is why we have developed a teeth whitening product that offers you instant results. Bebo's audience of 40 million users is our perfect audience so we expect this launch to generate real enthusiasm. "
Media Therapy creative director Neale Hunt said:
"The emergence of successful online programming formats represents a new take on engagement marketing. A format such as Sofia's Diary offers a unique opportunity for advertisers and consumers to engage on this level because they can't do this on television."
In addition to activity on Bebo.com, Pearl Drops is launching 'Instant Whitening Tool', a photo corrector tool that allows people to instantly improve their online image by whitening their smile. Housed on a specially developed microsite at www.instantwhite.co.uk anyone can easily upload, retouch and improve the whiteness of their smile totally for free.
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