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Brand launches in virtual worlds were all the rage a couple of years ago - until they weren't


It's been a while since an announcement came down the pike that a major brand was teeming with a vitual world for a major launch, but that's exactly what Fremantle's "American Idol" plans to do with kids and teens oriented Habbo. Ninety percent of the site's users fall squarely into Idol's top audience demographic: teens age 13-18.
American Idol has been something of a mobile sensation with this age group as well. Episodes generates up to 78 million text message votes for singing contestants in the talent showdown.

The Idol space will be free to Habbo members and open year round. It will be filled with branded merchandise for sale, as well as expose users to sponsors and advertisers whilst they are watching mini talent shows and other events on the stage.

Rebecca Lieb

Published 15 January, 2009 by Rebecca Lieb

Rebecca Lieb oversees Econsultancy's North American operations.

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