Written by Özlem Tunçil
Posted Monday, 23 June, 2008 at 08:45 PM
Online television is increasingly overlapping with live events, an area in which Bebo is pioneering some innovative formats, such as KateModern inviting viewers to join the show in real life.
But how does a social network both offer fans the opportunity for a real-life encounter and also ensure that people who can’t make it to the venue can still participate?
Bebo has come up with an elegant solution in a campaign for teen stars the Jonas Brothers.
The real-life element is that fans are invited to enter a competition to join the brothers on a private open-top bus tour around London, as they play an acoustic set.
If you don’t win but are in London, the route is being shown via a map on their Bebo profile so you know where to come and see them on their way to an in-store appearance at HMV in Oxford Street.
And for those who can’t be there in person on Friday 27 June.....
Bebo has a deal with Kyte, a platform provider that specialises in branded digital content production, distribution and user engagement, for the whole afternoon to be streamed live on video into the band’s profile, from Nokia N95 mobiles.
It looks like a compelling way to include all the band's fans on Bebo and demonstrates that live event programming is just as relevant for online social networks as for broadcast television.
More analysis of how social networks and online video are integrating live elements in a future post.
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