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LONDON, Friday 25 July 2008 - Bebo, the global social media network, today unveiled the first movie integration deal with Paramount Pictures to feature in its popular interactive web drama, Sofia's Diary.
The agreement between Bebo and Paramount Pictures will see the social media network introduce the Sofia's Diary audience to Paramount's latest teen comedy; Angus, Thongs and Perfect Snogging.
The movie will be integrated into the Sofia's Diary plot for two key episodes, one of which airs on the day of its official nationwide release on Friday 25th July. The integration went beyond the traditional concept of product placement by incorporating the movie's lead character, Georgia Nicolson, into the plotline of the online drama via her Bebo profile.
The episode sees Sofia briefed by her editor at Wicked about a new online phenomenon, Georgia, whose daily video blogs on Bebo have proved hugely popular. She tasks Sofia with interviewing Georgia to find out why an entire generation of teens have become obsessed with learning the minutiae of her world. The integration culminates in Sofia visiting Georgia's Bebo profile www.bebo.com/GeorgiasWorld, watching her blogs and conducting an interview with her via the Bebo messenger service.
The profile was created in advance of the integration to enable the Bebo community to familiarise themselves with Georgia and the movie. Much like Sofia's profile, Georgia's page boasts dedicated video blogs and incorporates figures from the movie; her close friends The Ace Gang, and the Stiff Dylans, the band that features in the movie. The video blogs all reference the key themes of the movies, namely throwing the greatest 15th birthday party ever, getting a gorgeous sex-god as her boyfriend and snogging.
The innovative collaboration was brokered by advertising agency MeC Interaction and has already proved hugely successful. The profile has attracted 8.990 friends, garnered over 120,000 profile views and delivered over 1 million video views overall for the blogs; enabling Paramount to create a strong community on the profile which can also be accessed through the film's official website http://www.angusthongsmovie.com/intl/uk/.
Bebo's UK Sales Manager, Dominic Tillson, said:
"We are very excited to be working with Paramount Pictures on this project. 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 and represents a key way for brands such as Paramount Pictures to connect with its target audience. This differs from the usual film campaigns we run on many counts and the results speak for themselves with nearly 9,000 friends on the profile; high video view figures, and longer engagement on Georgia's profile."
Paramount Pictures - Director of Interactive Marketing, Heath Tyldesley, said:
"Teaming up with Bebo and the makers of Sofia's Diary presents an exceptional platform for us to engage with our target audience. We recognise that social networking is an important new form of self-expression, allowing people to communicate their passions and express their identity to one another. Sofia and Georgia presented us with a very natural partnership as the characters have a lot in common."
Account Director, Carl Reid from MeC Interaction 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."
Now in its second series, Sofia's Diary has experienced huge popularity online with 16.2 million interactions to date. In April, the series became the first of its kind in the UK to make the crossover to traditional television with Fiver adding Sofia's Diary to its schedule, where it has screened daily to high acclaim. Where other web-based programmes have tried and failed, Sofia's Diary is living proof that quality drama made for the net can have broader appeal and success.
Having made the shift from its initial 4.45pm slot to the higher profile tea-time slot at 6.30pm, Sofia's Diary is now one of Fiver's most popular programmes, proving compulsive viewing for an average of 300,000 fans each day.
Produced by Campbell Ryan Productions on behalf of Sony Pictures Television International, Sofia's Diary will continue to screen daily on both Bebo at www.bebo.com/sofiasdiary and Fiver concurrently, following the exploits of Sofia and her mates.
Revolutionising the way we consume television daily, Sofia's Diary encourages its fans to interact with the show by giving them the unique chance of controlling the storylines. Each week viewers literally decide which way Sofia should turn regarding an important decision in her life, with their vote determining the outcome. The free mobile service for fans across all UK mobile networks also sets Sofia's Diary apart, with fans able to stay in touch with Sofia through daily updates about what's happening in her world, activated by texting SOFIA to 60505.
Fans also have the chance to add their comments and opinions on Sofia';s world in the individual character's Bebo profile pages. An average of over 1,000 comments per day are left by fans who log-on to give their advice and tips to Sofia and her friends as the drama unfolds week-by-week
BEBO SIGNS FIRST MOVIE INTEGRATION FOR SOFIA'S DIARY
July 25, 2008
New movie from Paramount Pictures, Angus, Thongs and Perfect Snogging incorporated into hit online drama, Sofia's DiaryLONDON, Friday 25 July 2008 - Bebo, the global social media network, today unveiled the first movie integration deal with Paramount Pictures to feature in its popular interactive web drama, Sofia's Diary.
The agreement between Bebo and Paramount Pictures will see the social media network introduce the Sofia's Diary audience to Paramount's latest teen comedy; Angus, Thongs and Perfect Snogging.
The movie will be integrated into the Sofia's Diary plot for two key episodes, one of which airs on the day of its official nationwide release on Friday 25th July. The integration went beyond the traditional concept of product placement by incorporating the movie's lead character, Georgia Nicolson, into the plotline of the online drama via her Bebo profile.
The episode sees Sofia briefed by her editor at Wicked about a new online phenomenon, Georgia, whose daily video blogs on Bebo have proved hugely popular. She tasks Sofia with interviewing Georgia to find out why an entire generation of teens have become obsessed with learning the minutiae of her world. The integration culminates in Sofia visiting Georgia's Bebo profile www.bebo.com/GeorgiasWorld, watching her blogs and conducting an interview with her via the Bebo messenger service.
The profile was created in advance of the integration to enable the Bebo community to familiarise themselves with Georgia and the movie. Much like Sofia's profile, Georgia's page boasts dedicated video blogs and incorporates figures from the movie; her close friends The Ace Gang, and the Stiff Dylans, the band that features in the movie. The video blogs all reference the key themes of the movies, namely throwing the greatest 15th birthday party ever, getting a gorgeous sex-god as her boyfriend and snogging.
The innovative collaboration was brokered by advertising agency MeC Interaction and has already proved hugely successful. The profile has attracted 8.990 friends, garnered over 120,000 profile views and delivered over 1 million video views overall for the blogs; enabling Paramount to create a strong community on the profile which can also be accessed through the film's official website http://www.angusthongsmovie.com/intl/uk/.
Bebo's UK Sales Manager, Dominic Tillson, said:
"We are very excited to be working with Paramount Pictures on this project. 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 and represents a key way for brands such as Paramount Pictures to connect with its target audience. This differs from the usual film campaigns we run on many counts and the results speak for themselves with nearly 9,000 friends on the profile; high video view figures, and longer engagement on Georgia's profile."
Paramount Pictures - Director of Interactive Marketing, Heath Tyldesley, said:
"Teaming up with Bebo and the makers of Sofia's Diary presents an exceptional platform for us to engage with our target audience. We recognise that social networking is an important new form of self-expression, allowing people to communicate their passions and express their identity to one another. Sofia and Georgia presented us with a very natural partnership as the characters have a lot in common."
Account Director, Carl Reid from MeC Interaction 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."
Now in its second series, Sofia's Diary has experienced huge popularity online with 16.2 million interactions to date. In April, the series became the first of its kind in the UK to make the crossover to traditional television with Fiver adding Sofia's Diary to its schedule, where it has screened daily to high acclaim. Where other web-based programmes have tried and failed, Sofia's Diary is living proof that quality drama made for the net can have broader appeal and success.
Having made the shift from its initial 4.45pm slot to the higher profile tea-time slot at 6.30pm, Sofia's Diary is now one of Fiver's most popular programmes, proving compulsive viewing for an average of 300,000 fans each day.
Produced by Campbell Ryan Productions on behalf of Sony Pictures Television International, Sofia's Diary will continue to screen daily on both Bebo at www.bebo.com/sofiasdiary and Fiver concurrently, following the exploits of Sofia and her mates.
Revolutionising the way we consume television daily, Sofia's Diary encourages its fans to interact with the show by giving them the unique chance of controlling the storylines. Each week viewers literally decide which way Sofia should turn regarding an important decision in her life, with their vote determining the outcome. The free mobile service for fans across all UK mobile networks also sets Sofia's Diary apart, with fans able to stay in touch with Sofia through daily updates about what's happening in her world, activated by texting SOFIA to 60505.
Fans also have the chance to add their comments and opinions on Sofia';s world in the individual character's Bebo profile pages. An average of over 1,000 comments per day are left by fans who log-on to give their advice and tips to Sofia and her friends as the drama unfolds week-by-week
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