NBC is utilizing social-networking site Bebo as well as some free stuff sent to high schools to promote their high school sports drama series "Friday Night Lights." 1,000 schools in the top 100 markets will get branded items such as footballs, pom-poms and other swag as well as DVDs of the series pilot, all of which will be sent to the attention of cheerleaders and those in the school's athletic departments. The Bebo promotion is primarily made up of a dedicated profile for the show on the site that people can add as a friend, watch the trailer on and otherwise interact with.