Social networked, user driven show hits the numbers

Sofia's Diary seems to really be taking off, which just offers more credence to the argument of how powerful good, social content can be. Launched by bebo it's obviously tying in nicely with the overall desire of the site's community, but i i think the brand association from Unilever and C&D just seems tacked on. The concept of creating these types of show is obviously working, but shoudl we be steering our client towards making them, or at least getting more involved than an annoying pre-roll?

LONDON - More than 5m viewers have logged on to social networking site Bebo to view the new interactive online soap opera 'Sofia's Diary' since it launched mid-March. From Brand Republic

The series started with the first episode attracting 305,000 views during the first 24 hours live on Bebo, rising to 1.3m views for the first four days online. Viewing figures consistently rose culminating in almost 2.5m hits for the first week online and 2.6m hits during the second week.

Sofia's Diary' is aimed at teenagers and twenty-somethings. It follows the adventures of 17-year-old Sofia Taylor and her friends as she adjusts to her new life in London.

Unilever's Sure Girl deodorant and Church & Dwight UK's teeth whitening product Pearl Drops Instant White have paid to feature in the series.

Fans are encouraged to interact with the show and contribute to storylines. Each week viewers decide which way Sofia should turn regarding an important decision in her life, with their vote determining the outcome.

Sarah Gavin, Bebo's global communications director, said: "We are absolutely thrilled to reach the five million mark during the all important launch weeks of 'Sofia's Diary'.

"The unique interactive element of the series encourages viewers to return daily to see if their individual vote has changed the next episode's outcome, giving fans a complete 360-degree personal experience."

Each weekday, Sofia and her friends update their video diaries with two- to three-minute instalments, as well as their own Bebo profiles.

Users can stay in touch with Sofia via mobile phone by receiving daily updates from her during the day, which lets them know what's happening in her world. The service is free to all users in the UK regardless of network and can be activated by texting "Sofia" to 60505.