GET INVOLVED     |     ISSUES     |     NEWSROOM     |     RESOURCES     |     ABOUT US     |     CONTRIBUTE     |     SEARCH  
 
 
 

 

 

 

American Idol Goes Virtual Via Habbo
The Fox ratings juggernaut will launch an Idol-branded locale within Habbo, one of a handful of increasingly popular virtual worlds aimed at teens

Mike Shields
Media Week
January 15, 2009

American Idol is about to enter the virtual world space—could a Sanjaya avatar be far behind?

On Jan. 30 the Fox ratings juggernaut will launch an Idol-branded locale within Habbo, one of a handful of increasingly popular virtual worlds aimed at teens. The virtual world within a virtual world will serve as headquarters for the tween-girl-heavy community’s collection of Idol fans, hosting a variety of contests and special events during the show’s 2009 run, as well as possibly appearances by former Idol contenders.

For example, Habbo members will be invited to participate in room design competitions during which they’ll use Idol-themed virtual merchandise.

The American Idol virtual world will be free to Habbo members, and thus the show’s production firm FremantleMedia Enterprises plans to seek third party sponsors. However, Habbo will also dispense and sometimes sell a variety of virtual Idol goods to users, adding a potential second revenue stream.

 “This goes well beyond the typical product placement deal,” said Teemu Huuhtanen, president, North America, Sulake Inc., Habbo’s parent company. “We see this as really groundbreaking thing that hasn’t been done before.”

For Fox and FreemantleMedia, Habbo was viewed as good match with one of Idol’s core constituencies—teen and tween girls.

“We’ve had some pretty groundbreaking partnerships in the past, but we’ve never done anything in the virtual world space,” said  David Luner, senior vp, Interactive & Consumer Products, FremantleMedia Enterprises, North America.  “We just thought it was an incredible opportunity to extend our reach.”

Habbo reached 3 million unique users in the U.S. this past November, according to comScore.
 

 

 

STAY INFORMED

 


    

Bookmark and Share

 

 

This article is copyrighted material, the use of which has not been specifically authorized by the copyright owner. We are making such material available in our efforts to advance understanding of environmental, political, human rights, economic, democracy, scientific, and social justice issues, etc. We believe this constitutes a 'fair use' of any such copyrighted material as provided for in section 107 of the US Copyright Law. In accordance with Title 17 U.S.C. Section 107, the material on this site is distributed without profit to those who have expressed a prior interest in receiving the included information for research and educational purposes. For more information go to: http://www.law.cornell.edu/uscode/17/107.shtml If you wish to use copyrighted material from this site for purposes of your own that go beyond fair use, you must obtain permission from the copyright owner

 

     

Website Designed & Maintained By: AfterFive by Design, Inc.
CCFC Logo And Fact Sheets By:
MonicaGraphicDesign.com

Copyright 2004 Commercial Free Childhood. All rights reserved