MySpace, the social networking website, is launching a new teen drama, which incorporates product placement of brands including Red Bull.
The drama, FREAK, has been developed by The X Factor producer, FremantleMedia, and will be available in a range of ways across the MySpace site.
According to MySpace, it gives youth brand advertisers such as Red Bull a new platform to reach their target audience through responsible and natural product placement.
The FREAK series is described as a 13-week fully interactive experience, which includes eight weeks of high definition online video episodes.
The plot is set to unfold gradually with more than double that amount of content to be created across the MySpace site.
As well as working with Red Bull to ensure its products are placed naturally and effectively within FREAK, MySpace said it can measure campaign success using a product integration integer, a measurement tool which provides in-depth metrics.
According to MySpace, the tool provides a way for brands to determine whether sponsorships or placements are successful at a time when budgets are under close scrutiny.
Rather than simply measuring content visits or downloads, the tool enables marketing directors to see the value of product placements and compare success with other spends such as display advertising.
Rebekah Horne, managing director, MySpace Europe, said: “We’re excited to be working with FremantleMedia to develop this unique way of advertising within compelling content. MySpace offers brands a way of advertising responsibly and naturally within online dramas and we have ensured that product placement is handled in a totally naturalistic way in FREAK. We work with skilled production companies that are sensitive to the requirements of the advertiser and the online environment, ensuring that brands achieve effective and measurable campaigns.”
Richard Vargas, senior vice President, production and development, FMX, FremantleMedia said: “Teaming up with exclusive teen brands for launch provides an additional natural flavour to the drama and ensures that any advertising is subtle but effective. We’re really excited to be partnering with MySpace in such an original and innovative way.”