Bebo financed KateModern through product placement ads with the likes of Proctor & Gamble and Orange. Now it’s struck a similar deal for its new Sofia’s Diary series with clothes maker Golddigga. It must have taken the fashion maker a while to come around to the idea - the interactive drama is already 31 episodes in - but the relationship “will see Sofia and her friends dressed in Golddigga’s fun, lifestyle fashion apparel throughout the series”. It also includes what has become a staple of social media marketing tactics - a “brand” page for the company, which is hoping to gain social network “friends”. Sofia’s Diary is based on the original Portuguese webcam drama, the format being owned by SPTI and made by Irish video producers Campbell Ryan Film Productions. Product placement ads mean Bebo can syndicate its growing roster of interactive video drama to all manner of sites without fear of losing its ad inventory.

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