Bebo and Endemol UK have signed Procter & Gamble Australia and New Zealand (P&G ANZ) and low cost airline Jetstar as partners for the online reality show The Gap Year. They join a list of 11 sponsors including Sony PSP and Tourism Australia.
The deals will see P&G ANZ and Jetstar products and brands featured throughout the program, which launched on May 21 and runs exclusively on Bebo for six months. Brands featured in the show have their own Bebo profile page, user competitions and interactive applications to support the deals.
Bebo aims to integrate the sponsorships into the show to “maintain natural viewing” through events that the travellers attend and the way they travel. For example, Tourism Australia and Tourism Auckland have designed travel trails for travellers, while travel agent STA is sponsoring a road trip for one participant and the RAF will host mental and physical challenges at a number of its bases.
The Gap Year follows six Bebo users from Australia, Canada, Ireland, New Zealand the UK and US on a gap year travelling holiday, visiting locations across the globe.
Bebo unveiled the other sponsors for the show – Sony PSP, Trident, Canon, The Royal Airforce, Acuvue, Doritos, STA Travel and Tourism Australia and Tourism Auckland – in May (MW.co.uk May 19).