Aardman and Digital Outlook Studios are collaborating to co-produce a set of music-loving characters for teens – the JellyBeats.
The JellyBeats are a collection of jellyfish, each one representing a different musical genre. They dance, talk and swim in the style of their musical preference. Targeted at 14-18 year olds, the 16 different JellyBeat characters will launched on 12 March on Bebo. The JellyBeats will also have their own website. This will feature JellyBeats film shorts, free downloads including icons for messenger, an iTunes live feed to the top five tunes in each JellyBeats genre and a gadget which can be placed into most online social environments.
The characters were created by Peter Peake for Aardman and developed with Digital Outlook Studios.
"We want the audience to get to know the JellyBeats, use them and fall in love - so it makes total sense to start this online, where they can engage with the characters. Once the characters have become part of the everyday and their potential has been established with the audience, we will work together with both on and offline partners to generate revenue and further develop the franchise," says Jens Bachem, MD of Digital Outlook Studios.
"When we came up with the characters we soon realised that they needed to launch online so teaming up with Digital Outlook has been a very rewarding collaboration for us," says Aardman's Head of Broadcast Miles Bullough.
The main focus of the campaign is on the Bebo launch which will feature a JellyBeats application called ‘What’s Your Beat’ whereby users can choose their favourite character and feature it on their Bebo page. There will also be a dedicated interactive JellyBeats profile, with discussion boards, polls, photo gallery and colourful skins enabling word of the JellyBeats to move virally across the Bebo network.
JellyBeats videos will be uploaded to Bebo Video – Bebo’s new Open Media platform – that can be accessed via the JellyBeats profile. Bebo users will be able to comment and upload the videos to their own pages enabling JellyBeats to build a dedicated fan base and utilise the benefits afforded by the social media network. This will also provide good feedback from the JellyBeats fans and inform phase two.
The JellyBeats will adhere to OpenSocial standards.