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Summit, Habbo Strike 'Twilight' Deal

Dave Shields
MediaWeek
September 2, 2009

The dreamiest vampires in literature and film are set to explode on another medium: virtual worlds.

Summit Entertainment, the studio behind the red-hot Twilight movie franchise, has inked a deal with Habbo, a Web-based virtual playground popular among 'tweens and teens in over 30 countries, to cross promote the upcoming The Twilight Saga: New Moon.

Starting in November, a few weeks prior to New Moon’s Nov. 20th premiere, Habbo will roll out a New Moon–themed virtual space within its 31 virtual worlds across the globe. In addition, the site users, who create avatars (videogame-like versions of themselves) will be able to decorate their own "rooms" with virtual goods based on the movie.

Details are still being worked out, but Habbo officials said they are also likely to promote both the movie and the virtual Moon-themed environment with a traditional online media campaign. Plus, Summit executives are planning to reach out to various Twilight fan communities on the Web to drum up interest in the program.

The Twilight deal is something of a coup for the still-growing Habbo, which claims over 13 million unique users globally. The site reached 2.2 million uniques in the  U.S. in June, according to comScore. According to the site’s internal research, the average Habbo user is roughly 15 years old.

“I don’t think you could ask for more [for Habbo],” said Teemu Huuhtanen, executive vp, marketing and business development at Habbo’s parent company Sulake Corporation. “Twilight is the hottest property right now for the Habbo demographic.”

Besides serving as a solid piece of advertising business, the Twilight deal also represents and opportunity for Habbo to introduce the property to new fans. “There is tremendous upside for us,” added Huuhtanen. During the course of the promotion, Habbo is planning to schedule several events in the world for fans of the books and movies to gather. “I would be really surprised if this doesn’t drive a huge amount of fans to check out Habbo [for the first time]. I expect that a lot of people coming to the site and checking out what we’ve done.”
 

 

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