Magazine article Marketing

Mykindaplace to Back Sky One Show Popular

Magazine article Marketing

Mykindaplace to Back Sky One Show Popular

Article excerpt

Teen portal Mykindaplace. com is set to sponsor Sky One's US teen drama Popular in a deal worth [pound]100,000.

Mykindaplace will sponsor 24 programmes of the new series, which starts tomorrow (Thursday).

Popular, which is set in a high school in Santa Monica, California, focuses on the colliding worlds of the social queen and the social rebel.

As part of the deal, Mykinda place will have 15-second opening and closing credits, break bumpers and branding on all trailers for the show.

The deal is Mykindaplace's largest TV sponsorship to date. The portal has previously sponsored Sky One's July Music Month.

According to Charlie Redmayne, commercial director of Mykindaplace, the work aims to test how effective broadcast sponsorship can be in establishing recognition of the web site.

He said: "We believe that Popular will become the must-see show for teenagers. The deal not only gives our brand a crucial presence on TV, but will also provide fantastic exposure to our target audience."

The sponsorship forms part of a [pound]2m marketing spend by Mykindaplace to position itself as the leading internet magazine for teenage girls on the web. …

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