28th April 2008 2:38 pm

Bebo, the global social media network, today announced an exclusive partnership with Golddigga that will see the urban apparel company for young women become the first official fashion sponsor for its new interactive web drama, “Sofia’s Diary”.

This innovative collaboration marks the first time an up-and-coming fashion brand has partnered with an online series.

Essentially, the brand integration will see Sofia and her friends dressed in Golddigga’s fun, lifestyle fashion apparel throughout the series.

However, building on the traditional notion of brand integration, the Golddigga brand will also play a key role in shaping the imaginative storylines as well as opening up a two-way dialogue with the Bebo audience.

For example, Bebo users will have the opportunity to tell Golddigga, via the brand’s dedicated and interactive profile page, what their idea of the ultimate ‘girly night out’ is in order to win a designer Golddigga t-shirt.

Beboers will also be able to “befriend” the brand via its profile page and enter a multitude of competitions to win a selection from the fashion range featured in Sofia’s Diary.

Denzil Lee, CEO, Golddigga said: “The partnership is evidence of Golddigga’s forward thinking approach and understanding of the role social media can play in creating a buzz around a fashion brand, especially with the hard to reach 16-24 year old demographic.”

Ziv Navoth, Bebo’s VP Marketing and Business Development, said: “We are already seeing that Beboers love the Golddigga brand through the great comments being made on the profile page.  We are genuinely excited to have this cool brand onboard which excites Bebo users.

The growing success of Bebo’s award winning original productions demonstrates the innovative opportunities for fashion brands to engage with consumers in the social media environment and develop long-lasting relationships.”

“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.

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