Habbo Hotel offers teenage marketing insight through new conversation measurement tool
"Habble" will provide fly on the wall marketing insight into the hard to reach under-18’s
demographic
Helsinki, Finland, December 11, 2009 –
Habbo Hotel, the world’s largest virtual
world for teens, today introduces a new measurement tool that will provide marketers with insight
into the level of conversations taking place about their brands in the virtual environment.
The global Habbo community currently consists of over 155 million registered avatars with the
majority of users being under 19 years of age. Habble enables marketers to track the level of
online conversations taking place about their brands amongst these young people, providing the
insight to measure the effectiveness of marketing communications to this media savvy group.
Habble enables marketers to measure brand names, slogans or key phrases over a defined
period. The data is updated daily and displayed and analysed in a chart that maps peaks of
activity.
Habble was recently piloted for
MTV International during a campaign promoting the
MTV European Music Awards. After the
campaign commenced in September, Habble showed that conversations around the awards were up by 371%
in the UK and 762% in the Netherlands.
Habble has been developed to help advertisers measure the value return from advertising
within Habbo Hotel and is used in conjunction with existing metrics such as click-through rates,
time spent, friending levels and impressions. Brands not directly engaging within the virtual world
can also use Habble to analyse teen perceptions amongst product categories. This allows brands to
see conversation levels related to messages targeted at young people, which could help shape future
marketing plans.
All conversations remain anonymous and brands using the tool do not have access to personal
information relating to Habbo users. Habble monitors the level of brand mentions and then
cross-references them with other measurement data to see if messages are getting through.
Teens today expect to engage with brands online and are aware of online marketing and
advertising campaigns. Habbo research shows that 75% of users accept advertising promotions in
Habbo and 56% tell their friends about promotions they have seen; 17% say they do this often.
Phil Guest, SVP Global Ad Sales at Sulake, comments:
"Habble helps brands understand if a message is getting through. To engage with young people
brands first need to become part of the conversation and this new tool provides another level of
insight to this hard to reach demographic. It is helping our advertisers understand the value of
running advertising promotions in Habbo Hotel, not only showing the uplift from a promotion but
more interestingly, the continued discussion long after the brand promotion has finished. Knowing
this, brand marketers can build on the conversation by engaging brand advocates to spread the
word."
Habble press images:
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