A new campaign from MindShare sees Sure Girl, Unilever’s new teenage deodorant range, being integrated into Bebo’s new interactive drama, Sofia’s Diary.
The brand integration sees characters using Sure Girl on the show and the shows star Sofia visiting the Sure Girl branded Bebo profile.
The Sure Girl profile then opens up a two-way dialogue with teens.
Various initiatives encourage the audience to befriend and interact with the profile. For example the audience has the opportunity of winning a cameo role in the drama by submitting their own stories on the theme of “What Makes You Sweat?”
As well as the branded profile featuring in the show, pre-roll ads before it and online advertising targeted at teens, running across Bebo and other sites such as facebook and mykindaplace, encourages teens to visit and engage with the Sure Girl profile.
As online programming is becoming increasingly influential in shaping teenagers’ viewing habits, Sofia’s Diary, and access to this social networking community, was a key way for Unilever to connect Sure Girl with its target audience. As young audiences are spending less time with traditional media channels, it is important to reach them through a channel that they rely on and trust and consume on a daily basis.
Check it out at -
http://www.bebo.com/whatmakesyousweat
and http://www.bebo.com/sofiasdiary
