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LONDON: 27 March 2008 -- Bebo, the global social media network, today unveiled Unilever as its brand partner in the personal care category for the new interactive web drama, "Sofia's Diary".
The partnership, brokered by MindShare Performance and digital division MindShare Interaction, will see Sure Girl, the newly-launched range of antiperspirant deodorants for the teenage market, win exposure on the teen-skewing series.
The brand integration will see characters using the product and open up a two-way dialogue with the Bebo audience. For instance, Bebo users will be encouraged to submit articles on the theme of 'What Makes You Sweat?' with the opportunity of winning a cameo role in the drama. Users will also be able to 'befriend' the brand via its dedicated profile page. Further consumer offers are also under consideration.
The innovative collaboration represents the consumer products giant's first foray into brand integration with one of the world's biggest social networks, with more than 40 million users worldwide. The partnership between Bebo and Unilever was brokered by Bebo and the WPP Digital Network's MindShare Performance and MindShare Interactive.
'Sofia's Diary', which launched exclusively at Bebo.com this month, follows the life of 17-year-old Sofia Taylor (Rachel Hyde-Harvey; The Bill, Holby City) as she moves to London to live with her father and his new family. Each weekday Sofia and her friends will update their video diaries with 2-3 minute installments at www.bebo.com/sofiasdiary as well as their own Bebo profiles, with the audience following the story and engaging directly with each character for a truly interactive online experience.
The format, which is owned by Sony Pictures Television International, is being produced by Irish firm Campbell Ryan Productions and is aimed at a 16-34-year-old female demographic.
Claire Gomm, Senior Brand Manager Unilever, said
"Young consumers are spending more and more time online because they want to interact with media rather than passively consume it. The partnership with Sofia's Diary is ideal for Sure Girl as it allows us to engage in a dialogue with the brand's core teen audience and make an emotional connection with them that can be far deeper and more resonant than via traditional media spend."
Emma Gilbert, Account Director, MindShare Interaction, said:
"Online programming is becoming increasingly influential in shaping teenagers viewing habits and 'Sofia's Diary' is a key way for Unilever to connect Sure Girl with its target audience."
Ziv Navoth, Bebo's VP Marketing and Business Development, said:
"We are genuinely thrilled to be integrating Sure Girl into 'Sofia's Diary" in a way that will excite and engage Bebo users. The growing success of Bebo's entertainment properties demonstrates the potential for brand owners such as Unilever to engage with and develop long-term relationships with consumers in the social media environment."
'Sofia's Diary' 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 seven million viewers in the first six weeks of season two.
To watch Sofia's Diary visit: http://www.bebo.com/sofiasdiary
To view the Sure Girl profile on Bebo visit: www.bebo.com/whatmakesyousweat
UNILEVER INTEGRATES DEODORANT INTO ONLINE DRAMA
March 27, 2008
'Sofia's Diary' to expose Sure Girl antiperspirant deodorant to key teen demoLONDON: 27 March 2008 -- Bebo, the global social media network, today unveiled Unilever as its brand partner in the personal care category for the new interactive web drama, "Sofia's Diary".
The partnership, brokered by MindShare Performance and digital division MindShare Interaction, will see Sure Girl, the newly-launched range of antiperspirant deodorants for the teenage market, win exposure on the teen-skewing series.
The brand integration will see characters using the product and open up a two-way dialogue with the Bebo audience. For instance, Bebo users will be encouraged to submit articles on the theme of 'What Makes You Sweat?' with the opportunity of winning a cameo role in the drama. Users will also be able to 'befriend' the brand via its dedicated profile page. Further consumer offers are also under consideration.
The innovative collaboration represents the consumer products giant's first foray into brand integration with one of the world's biggest social networks, with more than 40 million users worldwide. The partnership between Bebo and Unilever was brokered by Bebo and the WPP Digital Network's MindShare Performance and MindShare Interactive.
'Sofia's Diary', which launched exclusively at Bebo.com this month, follows the life of 17-year-old Sofia Taylor (Rachel Hyde-Harvey; The Bill, Holby City) as she moves to London to live with her father and his new family. Each weekday Sofia and her friends will update their video diaries with 2-3 minute installments at www.bebo.com/sofiasdiary as well as their own Bebo profiles, with the audience following the story and engaging directly with each character for a truly interactive online experience.
The format, which is owned by Sony Pictures Television International, is being produced by Irish firm Campbell Ryan Productions and is aimed at a 16-34-year-old female demographic.
Claire Gomm, Senior Brand Manager Unilever, said
"Young consumers are spending more and more time online because they want to interact with media rather than passively consume it. The partnership with Sofia's Diary is ideal for Sure Girl as it allows us to engage in a dialogue with the brand's core teen audience and make an emotional connection with them that can be far deeper and more resonant than via traditional media spend."
Emma Gilbert, Account Director, MindShare Interaction, said:
"Online programming is becoming increasingly influential in shaping teenagers viewing habits and 'Sofia's Diary' is a key way for Unilever to connect Sure Girl with its target audience."
Ziv Navoth, Bebo's VP Marketing and Business Development, said:
"We are genuinely thrilled to be integrating Sure Girl into 'Sofia's Diary" in a way that will excite and engage Bebo users. The growing success of Bebo's entertainment properties demonstrates the potential for brand owners such as Unilever to engage with and develop long-term relationships with consumers in the social media environment."
'Sofia's Diary' 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 seven million viewers in the first six weeks of season two.
To watch Sofia's Diary visit: http://www.bebo.com/sofiasdiary
To view the Sure Girl profile on Bebo visit: www.bebo.com/whatmakesyousweat
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