Technology company Sage has partnered with business social networking site LinkedIn to extend its Business Brains campaign, which brought back the Krypton Factor in ITV's biggest ad-funded programming deal.

The deal with LinkedIn includes targeted profile advertising and sponsorship of the startups and small business answers section of the networking website.

The partnership with LinkedIn will push users to Sage's trainyourbusinessbrain.com website, which contains news and features from the Krypton Factor, video interviews with "business brains" including Yo! Sushi founder Simon Woodroffe and five mental agility tests that reveal a "business IQ".

"This campaign goes far beyond traditional display advertising," said Joanna Elliott, head of brand at Sage. "By unlocking the potential of the LinkedIn network we can engage directly with our target audience in a much more targeted, relevant and engaging way."

LinkedIn members that take the tests will have access to a national scoreboard and league table, while Woodroffe and other business executives will post discussion questions.

"With this integrated approach Sage demonstrates how brands can effectively tap into social media to engage with a targeted audience," said Henry Clifford-Jones, director of media sales for LinkedIn Europe.

The deal with LinkedIn was struck by media agency PHD with digital work on Sage's Business Brains website and display ads by agency Chunk.

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