TfL to back Bebo's new Sofia's Diary series

LONDON - Bebo's online drama, Sofia's Diary, is returning for a third season and will be sponsored solely by Transport for London.

Sofia's Diary: new Bebo series backed by TfL will feature a more grown-up Sofia
Sofia's Diary: new Bebo series backed by TfL will feature a more grown-up Sofia

Bebo said the new series will have a "refreshed look" and feature "edgier" storylines and a more grown-up Sofia.

As exclusive sponsor of this season's show, which will run for six weeks, TFL will use the show as part of its campaign to encourage teenagers to take more responsibility when close to or crossing roads.

The series will be aired at 5.30pm every Tuesday and Friday, while viewers can interact with the show via text messages and video blogs. The first episode of the show will be tomorrow (29 May).

One feature of the new series will be that TFL will become part of a storyline in which Sofia is asked to write a "serious in-depth feature" on road traffic accidents.

Bebo said that during series one and two, Sofia's Diary, which was launched in Portugal in 2003, registered more than 26 million interactions.

In April 2008, the series became the first social networking drama to make the crossover to traditional television when Five added it to its schedule.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).