Bebo and Sofia’s Dairy

If you were to read US based blogs/news you would get the impression that the main social networks were MySpace and Facebook. But in other parts of the world, different networks are stronger. Bebo is one of those. Over the last year they have been busy putting original content, first up Kate Modern from the makers of LonelyGirl15 and next up Sofia’s Diary. Sofia is a 17 yo who blew up her old school’s chemistry lab and has been packed off to live with her father in London. The diaries tell of her adventures in a new city.

As NMA reports, Bebo are going after sponsors to support this entertainment content. The second series of Kate Modern has in-world sponsorship from Toyota and Cadbury’s Creme Eggs. Sofia has lined up sponsorship from Pearl Drops. For many companies, this is a safe way of advertising on a social network, being a lot more controlled than just placing banner ads that they never know which content it will be placed next to. It also demonstrates the trend for advertisers to want to get involved with original content, where they potentially have a chance to influence story line to demonstrate their values.