Bebo
Presented by: Simon Podd, U.K. head of sales
Bebo launched in 2005 as a photo-sharing site and transitioned into a social networking site for English-speaking markets from the U.S. to New Zealand.
We're a youth-oriented site, and our advertising comes from telecom brands, handset manufacturers, gaming sites, and major consumer products like Coca-Cola, Cadbury, and Mars. Yet, we offer more than simple broadcast messages. One of our options is to insert brands into our original shows, like "Kate Modern." We partner with the production companies to create the shows and insert brands with product placement plots. The brands appear in the shows with text-based show pages and the community follows the story in the videos and the page.
Samsung was eager to partner with a social network around a music proposition, so we worked with it to create a music magazine show called "Beat" in late June 2009 that ran through September. The show promotes Samsung's new Beat DJ handset.
It's an 8-9 minute show that is refreshed daily containing live content from new bands, tour blogs, music news, and performer interviews. Users can upload clips, express their opinions, and post their own reviews. They answer questions to win prizes, including CDs and tickets to live events. In addition, the video player itself is branded with Samsung assets.
It was Samsung's biggest use of social media, and the show provided a great way to introduce the brand.
imeem
Presented by: David Wade, VP, national advertising sales
Imeem started in 2006 and partners with major record labels to provide a wide variety of on-demand music users can play.
We provide a variety of huge impact ad units, from skins to takeovers, and develop customized programs that allow advertisers to integrate with our content areas.
A campaign for Dr. Pepper that launched July 1 offered users the opportunity to remix Flo Rida's "Sugar," the hit hip-hop song. A contest to be imeem's "Official Studio Dr." was held, and users competed to produce the best remix. After listening to the song, users saw the remix tool posted on the page. They had a console in front of them where they could use drag-and-drop tools to manipulate bass, percussion, and vocal elements of the song. Then they saved their remixes back to their profile where others could listen to it and vote on their favorite remixes posted on the page.
The campaign has generated 5.8 million views, with users spending an average of 25 minutes remixing the song.
The contest page was created in-house, and we worked with Initiative LA, Dr. Pepper's agency. The campaign was a success because it extended the Studio Dr. theme from Dr. Pepper's TV campaign and resonates with the hip-hop community in an authentic way. We used a big hit song and had access to the original studio master, which we were able to broker.
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