Virgin Mobile sponsors Bebo's music drama

by Jacquie Bowser, Brand Republic 06-Aug-08, 08:20

LONDON - Social networking site Bebo has signed Virgin Mobile as a sponsor of its latest web series 'The Secret World of Sam King', which launches today.

As part of the deal, Virgin Mobile will be referenced in the drama series and will also take the show on location to the V Festival, which runs from August 16-17 in Chelmsford and Staffordshire.

James Kydd, managing director of marketing at Virgin Mobile, said: "This sponsorship deal is a great tie-in for us as a brand.

"Virgin Mobile is constantly looking for ways to engage with its customer market, and we are confident that such an innovative sponsorship opportunity will create real impact with Bebo users."

'The Secret World of Sam King' revolves around Universal Music junior post room employee, Sam King, who secretly sets up his own record label.

It is filmed at Universal UK's offices in West London and features several of the labels acts. US stars the Jonas Brothers mark the premiere with a cameo role and following episodes, in the first few weeks, will feature the Sugababes, The Automatic, Sam Sparro, and The Saturdays.

The show will be uploaded onto Bebo daily in 3-5 minute webisodes, in a similar format used for Bebo's other online dramas -- 'KateModern' and 'Sofia's Diary'.

Mark Charkin, vice president of sales at Bebo, said: "We are very excited to have Virgin Mobile on board for Sam King.

"Their interest in aligning with our newest entertainment property is a fantastic opportunity for us to demonstrate our ongoing success in the arena of social media, and in particular our proven funding models."

Bebo has already secured Sony Ericsson as a launch sponsor of 'The Secret World of Sam King', in a deal that runs for three months.

The show is being produced by Globe Productions, Universal Music UK's production arm, in partnership with Monkey Kingdom.