Taylor Herring to promote Bebo's new girly drama

Britain's most popular social networking site Bebo has brought in an agency for a high-profile consumer campaign.

Bebo wants Taylor Herring and the agency’s digital arm, Force 10, to promote the site’s new internet drama Kate Modern – a spin-off from the YouTube pheno­menon Lonelygirl15 – which is due to launch in July.

The agency’s brief is to create online buzz around Kate Modern, as well as to devise a traditional media relations campaign.

Lonelygirl15’s 170-series drama has been viewed more than 50 million times on YouTube.

Although it purported to be the musings of a teenage girl, it was famously exposed as the work of three male scriptwriters, performed by an actress.

Bebo’s Kate Modern is made by the creators of Lonelygirl15. It will focus on the life of a teenage univer­sity student living in London and will exclusively air on Bebo.

Bebo is the UK’s sixth most popular website overall, with a share of 1.52 per cent of all UK internet ­traffic. This compares with 1.36 per cent for MySpace, the second most popular ­social networking site, according to ­internet research firm Hitwise UK.

Bebo recently handed Port­land PR a corporate, public affairs and consumer PR account, led by MD Tim Allan (PRWeek, 19 April), and appointed Firefly Communications for crisis comms.

Taylor Herring established specialist digital division Force 10 earlier this year (PRWeek, 1 February).

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