The deal between Bebo and household and toiletries company Church & Dwight UK, will see the site become the launch platform for its new tooth whitening product, Pearl Drops Instant White.
The brush-on cosmetic whitening product for teeth will be integrated into the Sofia's Diary plot for an initial three month period.
The programme follows Bebo's inaugural online drama, KateModern, which received more than 35 million views in its first season and has reached more than five million viewers in the first two weeks of season two.
Pearl Drops' involvement will extend beyond traditional product placement, as it is also sponsoring one of the series' characters, a make-up artist played by real life make-up artist, Rachel Wood. This will allow for Instant White product demonstration as part of the show.
Additionally, Rachel will have her own Bebo profile for viewers to befriend. Through this profile she will interact directly with the target Pearl Drops audience and offering professional beauty tips.
The collaboration, brokered by advertising agency Media Therapy, represents the first digital brand integration for Church & Dwight, owners of Pearl Drops, Nair, and Arm & Hammer, among other personal products. Digital creative and production were by Unit 9.
Sofia's Diary, aimed at 16-34-year-old females, launches exclusively on Bebo next month.
The format, owned by Sony Pictures Television International, is being produced by Irish firm Campbell Ryan Productions.
Using Bebo's social networking tools, fans will be able to catch up with individual episodes as well as talk to the characters, cast and producers, solve plot puzzles and suggest future ideas for the show.
Bebo's senior UK sales manager, Dominic Tillson, said: "Online interactive programming is becoming increasingly influential in shaping young people's impressions of brands and engaging with the audience through programmes such as Sofia's Diary represents a key way for brands such as Pearl Drops to connect with its target audience."
Mark Wrighton, Pearl Drops brand manager from Church & Dwight said: "We recognise that social networking is emerging as an important new form of self-expression, allowing people to communicate their passions and express their identity to one another. Having the perfect photograph to represent your online existence is important which is why we have developed a teeth whitening product that offers you instant results."
Pearl Drops is also launching ‘Instant Whitening Tool', a photo corrector tool that allows people to instantly improve their online image by whitening their smile. Visitors to the microsite, can see what their smile would look like with Instant White.
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