Bebo launches O2 Money-sponsored fashion web TV series

by Jacquie Bowser, Brand Republic 19-Aug-09, 08:00

LONDON - Social networking site Bebo will next week unveil a fashion web TV show called 'The Closet', sponsored by the O2 Money pre-paid Visa card for teenagers, Load & Go.

'The Closet' is hosted by Jameela Jamil, the new face of Channel 4's T4 strand, and is created and produced by Twenty Twenty Television. The show will run for 17 weeks from August 25,

It will include regular features on makeovers, style guides and challenges, interviews with fashion insiders, and celebrity closet rummages.

As sole sponsor of 'The Closet', Load & Go will be integrated throughout the series. The media deal was brokered by ZenithOptimedia.

'The Closet' follows Bebo's weekly magazine show 'b-box', which was sponsored by Government-backed anti-knife crime campaign 'It Doesn't Have To Happen' and Cadbury Creme Egg. It attained almost 10m views over the season.

Both shows follow the Bebo Originals programming format, meaning they are funded by advertising revenue in return for which brands gain a blend of plot integration, traditional product placement, and online advertising.

Bebo will encourage users to interact and voice their fashion and style opinions, share shopping tips and upload pictures of their "best buys" of the week.

Stephane Panier, global head of Bebo, said: "'The Closet' is a perfect addition to our recent line-up of Bebo Originals and builds upon the success of our other magazine style shows.

"We believe that 'The Closet' will have a wide appeal as it will cover style and fashion for all ages and budgets, male or female."

Alistair Johnston, marketing director at O2, said: "The Closet and the partnership with Bebo is a key element of our marketing campaign for Load & Go.

"Given our target audience, the campaign has a strong online focus and we believe this is an ideal partnership through which we can communicate the benefits of Load & Go."