FremantleMedia Enterprises partners with Habbo.com to bring American Idol center stage in the virtual world

FremantleMedia Enterprises (FME), the brand extension arm of FremantleMedia, and Habbo, the world’s largest virtual world for teens, today announced a partnership that would extend the American Idol® brand to the online virtual community of Habbo. The deal will provide Habbo in-game merchandising and sponsorship rights for the American Idol brand.Beginning in January, with the kick-off of the eighth season of American Idol, FME and Habbo will introduce an American Idol virtual world within Habbo.com. This partnership will enable the American Idol brand, and potential sponsors, to form an extended interactive relationship with Habbo’s U.S. audience of more than 3 million teens. The partnership is the first for American Idol with a teen virtual world.

Partners and sponsors will have the opportunity to connect with the top-rated television show’s fan base and the Habbo user base in a new way through customizable branded engagement within the Habbo world. Sponsors involved have the potential to be incorporated throughout the American Idol virtual world, including opportunities like sponsor-branded event signage, green rooms, as well as other virtual goods inspired by the show.

“Partnering with Habbo to bring a unique virtual experience to their teen user base is a wonderful opportunity for us to deepen the user’s association with the on-air show and increase the reach and interaction of the brand with our core viewers,” said David Luner, senior vice president, Interactive & Consumer Products, FremantleMedia Enterprises, North America.  “’American Idol’ aligns itself with best-in-class partnerships, and Habbo’s understanding and connection to the online teen audience is an ideal match.”

The American Idol and Habbo partnership is a unique opportunity for new and existing American Idol partners to associate their brands with the American Idol brand/virtual world in Habbo. To help keep Habbos engaged throughout the 20-week long program, Habbo will introduce new virtual items and activities in-game each month as the on-air American Idol season progresses.

“Partnering with FremantleMedia Enterprises is a ground-breaking relationship for Habbo. We have the opportunity to present American Idol, its sponsors, and potential new partners unique access to extend their brand presence online and form a valuable and engaging connection with the hard-to-reach teen demographic,” said Teemu Huuhtanen, president, North America, Sulake Inc., the parent company for Habbo. “Brands are able to engage and creatively interact with teens in meaningful ways never done before online.”

There are currently Habbo communities in 33 countries on six continents. To date, over 121 million Habbo characters have been created and more than 11.5 million unique users worldwide visit Habbo each month. (source: Google Analytics). More than 90% of Habbo users are 13-18 years old and the gender split is roughly equal (56% boys; 44% girls). Habbo users spend an average of 45 minutes on the site per visit.

Interactive Hub is the exclusive advertising sales representative for www.habbo.com.sg. To advertise on Habbo, email adsales@interactivehub.com.

Tags: American Idol, brand engagement, FremantleMedia Enterprises, Habbo, merchandising, online virtual community, social networking, sponsorship

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