KateModern
KateModern, an online teen soap from the makers of Lonelygirl15, has made a branded entertainment pact with Toyota.
Toyota's Aygo Platinum will make a cameo appearance in the February 25 episode of the show. KateModern's cast and crew will also drive Toyota cars as they film in the coming weeks.
Product placement became a feature in Lonelygirl15 last year when the show signed a deal with Hershey's Icebreakers Sours Gum.
Unlike its American counterpart, whose last season aired on MySpace, KateModern's fanbase formed on UK-based Bebo. Show officials say it averages 1.5 million views per episode and has generated 35 million views to date.
For its part, Toyota ranks highest in retaining new-vehicle buyers, potentially because successful online advertising efforts have made it a gateway brand for Gen Y.
