Bebo has unveiled plans to launch an online fashion show, The Closet, in partnership with O2, from the end of the month.
Brokered by ZenithOptimedia, The Closet will be created and produced by Twenty Twenty Television. O2 will use the platform to support its new Load & Go card from O2 Money.
The Closet will be hosted by former model Jameela Jamil and feature makeovers, style guides and challenges, fashion-insider interviews, and celebrity closet rummages.
“The Closet and the partnership with Bebo is a key element of our marketing campaign for Load & Go,” said Alistair Johnston, marketing director at O2. “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.”
Bebo Originals are funded by brand integration, an advertising revenue model developed by Bebo in which products and services are offered a sophisticated blend of plot integration, traditional product placement, and on-network online advertising. As sole sponsors of The Closet, O2 will be integrated seamlessly throughout the series embarking on a number of in-store high street giveaways and unique promotions around the new Load & Go card.
More on Bebo's projects under "Bebo orginals" HERE and HERE
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