Habbo.com Media Pack 2012 by Daniel Sequeira

MEDIA PACk 2012

MAkE FRIENDS, JOIN THE FUN, GET NOTICED!

3 Contents

CONTENTS WHAT IS HABBO HOTEL

AUDIENCE PROFILE CREATE YOUR HABBO CREATE YOUR ROOM COLLECT VIRTUAL ACCESSORIES

7 9 11 13

CASE STUDIES

17 19 21 23 25

BRAND LIST HARAJUKU LOVERS HOW TO TRAIN YOUR DRAGON TEEN LIFE-CHECK CHILDLINE

PROMOTIONAL FORMATS

CONTACTS

BACK COVER

WHAT IS HABBO HOTEL

Audience Profile Habbo Users have an average age of 15 years old; their mindset is grown up, inquisitive and aspirational. Habbo globally attracts over 15 million monthly unique users who: • • •

Visit the site 12 times per month. Have a session time of 52 minutes. Spend 10 hours per month on Habbo.

Habbo Teens influence purchasing decisions at home: • • •

60% say they influence what food is purchased at home. 56% have a key decision in where the family goes on holiday. 54% play an active role in choosing their family’s electrical purchases. *

Habbo users enjoy pop music, socialising, sports and fashion. Teenagers on Habbo are idealistic and have firmly got behind worthy causes such as initiatives for: • • •

NSPCC. Curbing Knife Crime. Earth Hour for the WWF and more.

*Source: Habbo Global Youth Survey 2008/9 Research

Habbo Hotel is the worlds biggest real-time teen community & social game. Habbo attracts a hard to reach community of opinion-forming teens who are interested in meeting like minded people, making friends and love showing how creative they can be. Habbo averages over 15 million unique users globally and features an equal male / female teenage audience. Habbo users are fanatical about the site and have an incredible level of brand loyalty. The high level of engagement amongst our audience can be illustrated by the fact that they spend on average an amazing 10 hours per month on the site and visit Habbo on average 12 times per month. Teenagers in Habbo love to create rooms that express who they are and also use these spaces as places to host virtual social gatherings. Virtual goods are a key social currency that users can purchase, win and trade and are used as a way of showing off their place in the virtual social hierarchy. The perception of users is that integrated brands in Habbo have been handpicked by the Site Editors and they are therefore hugely receptive to those brands. The best approach by a brand is to create an experience for the user to participate in and explore. When brands add value to the community, this is generally the most successful approach where users really connect with the brand and buy into its values. Habbo has worked for brands like 20th Century Fox, Sega, COI, Coty, Revlon, Paramount and many more. Come in and see what all the fun is about!

CORE STATISTICS • Global Unique Users - 15 million • Habbo.com Unique Users - 4.4 million • Male / Female Split; 50/50 • Core Age: 13 – 16 years old – 67% • Median Age – 15 years old • 185 Million Registered Accounts and growing

What is Habbo Hotel

INTRODUCTION

9 What is Habbo Hotel

CREATE YOUR HABBO The very first thing you do is create your own avatar in Habbo and choose a unique user name that reflects your personality! Express yourself, go wild as there are thousands of possible combinations and no two Habbos look the same. Perhaps a blue beard with a rather regal crown? Emo hair teamed with an ontrend plaid shirts or perhaps 3D glasses paired with a fluorescent spiked mohican? The possibilities are endless!

11 What is Habbo Hotel

CREATE YOUR ROOM Build and design your virtual hangout for you and your friends. Bring out your inner interior decoration skills and design a hangout to host a raucous virtual gathering for you and your friends to mingle. Our teen users design games, quests, mazes and more or just create a place where you can train your own virtual pet! Add to the numerous user-generated night clubs, bars, restaurants, shops and other venues teenagers have created in Habbo! Choose from numerous virtual accessories and furniture (â&#x20AC;&#x153;furniâ&#x20AC;?) in Habbo to create a room that expresses exactly who you are!

13 What is Habbo Hotel

COLLECT VIRTUAL ACCESSORIES Show the community your achievements and how successful you are by accumulating a treasure trove of virtual accessories and furniture to deck out your room. There’s a veritable galaxy of different items to collect. From Thrones to Dino Eggs right through to DJ Decks. Track down and see if you can negotiate a good deal for the super rare Jade Dragon Lamp and be the envy of all of your friends! Collect and win virtual badges to show off your achievements, a cause or brand you want to support; tasks and activities you’ve unlocked in the world of Habbo; wear your allegiance with pride to show off to your friends that you’re one of the elite in your achievements in Habbo. Virtual accessories are hot social currency - grab a piece to find out what everyone is talking about.

CASE STUDIES

17 Case Studies

OUR CLIENTS & CASE STUDIES Habbo is extremely proud to have worked with some of the Worldâ&#x20AC;&#x2122;s biggest youth brands across the Globe. Weâ&#x20AC;&#x2122;ve created work for the likes of PlayStation, Paramount, Coty and many more. You can see a few examples of who we have worked with on the opposite page. The next few pages are just some of the examples of highly effective creative work we have executed on behalf of our clients to engage with young people.

LANDING PAGE

COMPETITION ENTRIES

HOME PAGE

VIRTUAL BADGES

HOME PAGES

BRANDED ROOM

19 Case Studies

COTY HARAJUkU LOVERS Objective Generate a huge splash around Cotyâ&#x20AC;&#x2122;s new collaboration with Gwen Stefaniâ&#x20AC;&#x2122;s new Harajuku Lovers fragrance collection and raise awareness in the core teen female target audience. Solution Habbo brought to life this exciting Japanese themed campaign by bringing the ultra chic Harajuku-district to Habbo. We created a bespoke new Tokyo City Neon Soaked Branded Room designed to embody the ultra-hip Harajuku Lovers ethos and to be the focal point of the campaign. The bespoke branded space was a place for users to socialise, mingle and be immersed in the Harajuku message. Users could also join one of the special Harajuku Lovers Branded Groups for each of the girls (i.e. users choose to join the group of the girl whose personality they most identify with) We also invited users to get involved in the special Harajuku Lovers Fashionista Academy. We organised exciting events and challenges for the users to get involved, such as design an outfit for Gwen and the Harajuku Girls, Quests and A Cool Japan Quiz. The teen audience could win a variety of prizes such as exclusive limited edition virtual badges, bottles of fragrance and an amazing prize of A Trip to London, Hotel, Shopping and A Night Out at Lucky Voice Karaoke Bar.

HOME PAGE TAKEOVER BADGES

VIKING PIXEL EFFECT

HOME PAGES

VIRTUAL BADGES

21 Case Studies

PARAMOUNT HOW TO TRAIN YOUR DRAGON Objective How To Train Your Dragon is a new franchise from Dreamworks Studios, the makers of Shrek and Madagascar. The business challenge was to build equity in this new franchise, maximise impact, build awareness and create a rapport with the target audience. Solution Habbo brought the film to life by allowing users to get directly involved in the story line of the film, which involved becoming a Viking Trainer and taking part in our perilous virtual challenges to prove your mettle. At the heart of the promotion was a special branded social space in the form of the young Vikingâ&#x20AC;&#x2122;s Training Camp and a special avatar effect where users could transform themselves into Vikings, complete with sword and helmet!

GROUP PAGE

VIRTUAL STICKER

SPINNING WHEEL FURNI

SPONSORED ROOM BILLBOARD

VIRTUAL BADGE

23 Case Studies

COI TEEN LIFECHECK Objective To get young people to make more healthier lifestyle choices, in terms of what they consume, how much exercise they take and how they generally live. To entice as many users to take the Teen Life Check survey. Solution We constructed a month schedule of fun activities in Habbo which would help users think about healthier life choices. As well as a branded space, users could join a special branded group take the Teen LifeCheck survey and be instantly rewarded with a code to use in Habbo. The code revealed exclusive content, prizes and a chance to win Nike ID Trainers and virtual items of special Teen LifeCheck Furni.

VIRTUAL FURNI

INTERSTITIAL

BRANDED PRIVATE ROOM

GROUP PAGE

VIRTUAL BADGE

Objective The NSPCC’s business problem was and still is convincing vulnerable young people to contact the service and speak to a counsellor for advice. Childline’s strategy is to pursue and encourage young people to express themselves and they wanted something different and innovative to reach out to their target audience. Solution Habbo in partnership with Childline devised the Idea Agency – A ‘virtual full service creative agency’ that existed inside Habbo. Ian MacArthur, the real life Head Of Brand Marketing and Creative Director became the figurehead for the activity in Habbo. We created an avatar for him and Ian headed up the virtual creative agency. Every month Ian would come into the Agency Offices and recruit new staff members from the Habbo community for different roles within the agency; copywriters, designers, art directors and more. Agency staff would work on creative briefs set by Ian, based on real life insight and business problems Childline were facing. Some of these ranged from designing a billboard creative to coming up with ideas for a real life press ad. The agency staff that consistently performed and stayed loyal to the message would be recruited as super-users and rewarded with monthly prizes of special limited edition virtual furni and other virtual collectables such as stickers and badges. Users regularly got involved in events and activities held by the Idea Agency and the campaign lasted a total of nine months and the response from our audience was phenomenal. Idea Agency also won best use of Social Media at the New Media Age Awards, in June 2010.

Case Studies

NSPCC, CHILDLINE IDEA AGENCY

PROMOTIONAL FORMATS

HIGH PROFILE AWARENESS ADS Display ad pricing starts at £10 cpm HOMEPAGE TAKEOVER & DISPLAY ADS

IN-GAME LEADERBOARDS

IN-GAME MPU

PARTICIPATIVE ADS Integrated packages start at £15K for a two week campaign COMPS & USER POLLS