Cyworld raising 'Passions' profile


NBC has partnered with social networking platform Cyworld USA in an online marketing campaign designed to capture the growing number of tech-savvy young-female viewers.

Through the collaboration, NBC Universal on Friday will launch a page on NBC's "Passions" site profiling the daytime show's character Fancy Crane and her "interactive diary." The page is designed to draw fans deeper into the show.

" 'Passions' ' fans are devoted, tech-savvy consumers who crave unique ways to interact with their favorite characters," NBC Daytime vp Annamarie Kostura said. "Cyworld is a great partnership and unique way to continue NBC Daytime's push into the digital arena."

Along with the integration of a "Minihome," which resembles a profile page showcasing the character's posted pictures, sketches and journal entries, the site will feature a sweepstakes where fans can sign up to win prizes. In addition, "Fancy's Phone" will feature text messaging and camera phone photos, and "Fancy's Laptop" offers instant messages and photos.

"Passions" is produced by NBC Universal Television Studios in association with Outpost Farm Prods. Lisa de Cazotte is the show's executive producer.

Launched in 1999 in South Korea, Cyworld is an online social networking platform that specializes in appealing to a youth culture.