7526 0 3 econsultancy_xml <p>Lonelygirl15, which skyrocketed in popularity last year on the suspicion Bree was not an actress but an ordinary 16-year-old girl with a webcam, has previously taken sponsorships.</p> <p>Last year, the show <a href="/blog/956-lonelygirl15-strikes-tasty-ad-deal">partnered</a> with confectioner Hershey's to show Bree eating its IceBreaker sweets.</p> <p>But the drama, conceived by Greg Goodfried and Miles Beckett, is looking to demonstrate that internet entertainment can win deeply integrated sponsor deals with the introduction of a <em>"branded character"</em>.</p> <blockquote> <p> <em>"At Neutrogena, we are always searching for innovative ways to reach our core consumer," </em>Laurent Combredet, group product director for Neutrogena, <a href="http://www.variety.com/article/VR1117967249.html?categoryId=18&amp;cs=1">told Variety</a>.</p> <p> <em>"Lonelygirl15 is a perfect demographic fit for Neutrogena. Our collaboration was inspired by the creators' inventive approach to integrating our brand into the storyline of the series in a manner that their fans will appreciate."</em> </p> </blockquote> <p>Neutrogena will stay away from the creative development but will promo the show on its website, embedding episodes on its pages.</p> <FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph>Lonelygirl15, which skyrocketed in popularity last year on the suspicion Bree was not an actress but an ordinary 16-year-old girl with a webcam, has previously taken sponsorships.</Paragraph> <Paragraph>Last year, the show <Link URL="/blog/956-lonelygirl15-strikes-tasty-ad-deal" Window="New">partnered</Link> with confectioner Hershey's to show Bree eating its IceBreaker sweets.</Paragraph> <Paragraph>But the drama, conceived by Greg Goodfried and Miles Beckett, is looking to demonstrate that internet entertainment can win deeply integrated sponsor deals with the introduction of a <Quote>"branded character"</Quote>.</Paragraph> <Block> <Paragraph> <Quote>"At Neutrogena, we are always searching for innovative ways to reach our core consumer," </Quote>Laurent Combredet, group product director for Neutrogena, <Link URL="http://www.variety.com/article/VR1117967249.html?categoryId=18&amp;cs=1" Window="New">told Variety</Link>.</Paragraph> <Paragraph> <Quote>"Lonelygirl15 is a perfect demographic fit for Neutrogena. Our collaboration was inspired by the creators' inventive approach to integrating our brand into the storyline of the series in a manner that their fans will appreciate."</Quote> </Paragraph> </Block> <Paragraph>Neutrogena will stay away from the creative development but will promo the show on its website, embedding episodes on its pages.</Paragraph> </FormattedContent> 2007-06-21T09:22:00+01:00 0 1 econsultancy_xml <p> <strong>Skincare products line Neutrogena will sponsor a whole character in the popular internet video drama Lonelygirl15.</strong> </p> <p>The Johnson &amp; Johnson company has inked a two-month deal that will add to the plot a 22-year-old Neutrogena scientist who helps lead character Bree develop a serum to defeat an evil organisation known as The Order.</p> <FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph> <Emphasis>Skincare products line Neutrogena will sponsor a whole character in the popular internet video drama Lonelygirl15.</Emphasis> </Paragraph> <Paragraph>The Johnson &amp; Johnson company has inked a two-month deal that will add to the plot a 22-year-old Neutrogena scientist who helps lead character Bree develop a serum to defeat an evil organisation known as The Order.</Paragraph> </FormattedContent> false 1387 <p>Econsultancy has published an <strong><a href="http://econsultancy.com/reports/online-advertising-networks-buyers-guide">Online Advertising Networks Buyer's Guide</a></strong> which contains an examination of this marketplace and profiles of 23 leading networks. We have also produced an <strong><a href="http://econsultancy.com/reports/online-advertising-survey">Online Advertising Survey</a></strong>, based on a survey of advertisers and agencies. For more stats and charts, see also our <strong><a href="http://econsultancy.com/reports/internet-advertising-statistics">Online Advertising Statistics compendium</a></strong>.</p> <p>Econsultancy has published an <strong><a href="http://econsultancy.com/reports/online-advertising-networks-buyers-guide">Online Advertising Networks Buyer's Guide</a></strong> which contains an examination of this marketplace and profiles of 23 leading networks. We have also produced an <strong><a href="http://econsultancy.com/reports/online-advertising-survey">Online Advertising Survey</a></strong>, based on a survey of advertisers and agencies. For more stats and charts, see also our <strong><a href="http://econsultancy.com/reports/internet-advertising-statistics">Online Advertising Statistics compendium</a></strong>.</p> 363623 Neutrogena sponsors Lonelygirl15 'branded character' false 2007-06-21T11:00:00+01:00 neutrogena-sponsors-lonelygirl15-branded-character 2009-04-29T20:03:14+01:00 2009-10-13T09:08:35+01:00 525