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LONDON: 19 May 2008 -- Bebo, the global social media network, and leading entertainment producer Endemol UK today unveiled eight brand partners for their new interactive reality series The Gap Year.
Sony PSP (Playstation Portable); Trident; Canon; The Royal Air Force (RAF); Acuvue; Doritos; STA Travel; Tourism Auckland and Tourism Australia have all signed deals, brokered by Bebo and Endemol UK, to see their brands feature in the forthcoming six month series.
Following the hugely successful blueprint, established by Bebo's original dramas KateModern and Sofia's Diary, each brand will be uniquely integrated into The Gap Year experience which follows six lucky Bebo users from the UK, Ireland, Australia, Canada, New Zealand and the US on a dream gap year visiting exotic locations across the globe.
From Trident 'Mess with Your Head' moments to Sony PSP challenges and Acuvue 'Life in Eye Definition' experiences, the brand collaborations have been creatively developed to enhance the series and contribute to the interactive Bebo user experience.
The integrations are carefully crafted to maintain natural and seamless viewing. For example, Tourism Australia and Tourism Auckland have designed adventure packed travel trails for the globetrotters while STA is sponsoring a 'road trip' for one lucky participant and the Royal Air Force will host mental and physical 'challenges' at a number of its bases. Doritos is also currently working closely with Bebo and Endemol to create an integration that will add to the entertainment value of the show in truly unique way.
Each brand will bolster its activity with a Bebo profile page, user competitions and/or various interactive web based experiences. The combined activity works to deepen brand engagement whilst making The Gap Year the most exhilarating, interactive reality journey on the web.
Canon has also equipped the team with HF10 HD Camcorders, EOS 400D digital SLR cameras and some great accessories for both the travellers and their directors to document their trip.
Mark Charkin, VP Sales, Bebo said: 'It's incredibly exciting to have so many big name brands on board for 'The Gap Year'. Their enthusiasm is evidence that brands are increasingly looking to use new media in innovative campaigns to really engage and develop long-term relationships with consumers and the Gap Year is the perfect platform."
Cody Hogarth, Head of Commercial Partnerships at Endemol UK added: "The beauty of The Gap Year from a sponsorship perspective is that brands can become an integral part of the narrative. This is a phenomenally strong Blue Chip line up for us to launch with and there's still potential for more of these partnerships as the series progresses."
The Gap Year, created in conjunction with Endemol UK, premieres exclusively on Bebo on 21 May. It follows on from the phenomenal success of Sofia's Diary, which reached 11.7m interactions in the first nine weeks and KateModern, which received more than 57 million interactions since its launch last August.
BEBO AND ENDEMOL UK UNVEIL BRAND SPONSORS FOR 'THE GAP YEAR'
May 19, 2008
Sony PSP; Trident; Canon, The Royal Air Force; Acuvue; Doritos; STA Travel; Tourism Auckland and Tourism Australia on board for the ultimate reality adventure series.LONDON: 19 May 2008 -- Bebo, the global social media network, and leading entertainment producer Endemol UK today unveiled eight brand partners for their new interactive reality series The Gap Year.
Sony PSP (Playstation Portable); Trident; Canon; The Royal Air Force (RAF); Acuvue; Doritos; STA Travel; Tourism Auckland and Tourism Australia have all signed deals, brokered by Bebo and Endemol UK, to see their brands feature in the forthcoming six month series.
Following the hugely successful blueprint, established by Bebo's original dramas KateModern and Sofia's Diary, each brand will be uniquely integrated into The Gap Year experience which follows six lucky Bebo users from the UK, Ireland, Australia, Canada, New Zealand and the US on a dream gap year visiting exotic locations across the globe.
From Trident 'Mess with Your Head' moments to Sony PSP challenges and Acuvue 'Life in Eye Definition' experiences, the brand collaborations have been creatively developed to enhance the series and contribute to the interactive Bebo user experience.
The integrations are carefully crafted to maintain natural and seamless viewing. For example, Tourism Australia and Tourism Auckland have designed adventure packed travel trails for the globetrotters while STA is sponsoring a 'road trip' for one lucky participant and the Royal Air Force will host mental and physical 'challenges' at a number of its bases. Doritos is also currently working closely with Bebo and Endemol to create an integration that will add to the entertainment value of the show in truly unique way.
Each brand will bolster its activity with a Bebo profile page, user competitions and/or various interactive web based experiences. The combined activity works to deepen brand engagement whilst making The Gap Year the most exhilarating, interactive reality journey on the web.
Canon has also equipped the team with HF10 HD Camcorders, EOS 400D digital SLR cameras and some great accessories for both the travellers and their directors to document their trip.
Mark Charkin, VP Sales, Bebo said: 'It's incredibly exciting to have so many big name brands on board for 'The Gap Year'. Their enthusiasm is evidence that brands are increasingly looking to use new media in innovative campaigns to really engage and develop long-term relationships with consumers and the Gap Year is the perfect platform."
Cody Hogarth, Head of Commercial Partnerships at Endemol UK added: "The beauty of The Gap Year from a sponsorship perspective is that brands can become an integral part of the narrative. This is a phenomenally strong Blue Chip line up for us to launch with and there's still potential for more of these partnerships as the series progresses."
The Gap Year, created in conjunction with Endemol UK, premieres exclusively on Bebo on 21 May. It follows on from the phenomenal success of Sofia's Diary, which reached 11.7m interactions in the first nine weeks and KateModern, which received more than 57 million interactions since its launch last August.
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