(from Rich)
First we had ‘LonelyGirl15′ then we had ‘Kate Modern’, now we have the latest online teen drama, ‘Sofia’s Diary’. It’s the latest attempt to try and communicate with the teen audiences, who are increasingly spending time online rather than in front of the TV.
The premise of the project is that the lead character, Sofia, has been sent from her home in Stockport to live with her father in London, and like most things in a teenagers life - it sucks. What doesn’t suck is the huge opportunity brands have to connect to the teen audience through the show. The drama is funded by product placement; in Kate Modern we saw everything from Toyota to Microsoft somewhere along the line. It looks as if we are going to see some pearly whites in Sofia’s Diary as well. Although far from being a guaranteed success it looks like sure-fire way to get your message across to those pesky teens, as the 8 million who watched Kate Modern it will attest.