'American Idol' aligns itself with best-in-class partnerships, and Habbo's understanding and connection to the online teen audience is an ideal match.
Los Angeles, Calif. (PRWEB) January 15, 2009
FremantleMedia Enterprises (FME), the brand extension arm of FremantleMedia, and Habbo, the world's largest virtual world for teens, today announced a partnership that would extend the American Idol® brand to the online virtual community of Habbo. The deal will provide Habbo in-game merchandising and sponsorship rights for the American Idol brand.
Beginning in January with the kick-off of the eighth season of American Idol, FME and Habbo will introduce an American Idol virtual world within Habbo.com. This partnership will enable the American Idol brand, and potential sponsors, to form an extended interactive relationship with Habbo's U.S. audience of more than 3 million teens. The partnership is the first for American Idol with a teen virtual world.
Partners and sponsors will have the opportunity to connect with the top-rated television show's fan base and the Habbo user base in a new way through customizable branded engagement within the Habbo world. Sponsors involved have the potential to be incorporated throughout the American Idol virtual world, including opportunities like sponsor-branded event signage, green rooms, as well as other virtual goods inspired by the show.
"Partnering with Habbo to bring a unique virtual experience to their teen user base is a wonderful opportunity for us to deepen the user's association with the on-air show and increase the reach and interaction of the brand with our core viewers," said David Luner, senior vice president, Interactive & Consumer Products, FremantleMedia Enterprises, North America. "'American Idol' aligns itself with best-in-class partnerships, and Habbo's understanding and connection to the online teen audience is an ideal match."
The American Idol and Habbo partnership is a unique opportunity for new and existing American Idol partners to associate their brands with the American Idol brand/virtual world in Habbo. To help keep Habbos engaged throughout the 20-week long program, Habbo will introduce new virtual items and activities in-game each month as the on-air American Idol season progresses.
"Partnering with FremantleMedia Enterprises is a ground-breaking relationship for Habbo. We have the opportunity to present American Idol, its sponsors, and potential new partners unique access to extend their brand presence online and form a valuable and engaging connection with the hard-to-reach teen demographic," said Teemu Huuhtanen, president, North America, Sulake Inc., the parent company for Habbo. "Brands are able to engage and creatively interact with teens in meaningful ways never done before online."
There are currently Habbo communities in 33 countries on six continents. To date, over 121 million Habbo characters have been created and more than 11.5 million unique users worldwide visit Habbo each month. (source: Google Analytics). More than 90% of Habbo users are 13-18 years old and the gender split is roughly equal (56% boys; 44% girls). Habbo users spend an average of 45 minutes on the site per visit.
For More Information Please Contact:
Edelman, for FME
lauren.parr (at) edelman (dot) com
Edelman, for Habbo
erik.fairleigh (at) edelman (dot) com
ABOUT FREMANTLEMEDIA ENTERPRISES & FREMANTLEMEDIA:
FremantleMedia Enterprises is the brand extension arm of FremantleMedia, offering a one-stop-shop for all Licensing, Distribution and Home Entertainment. It is a division of FremantleMedia, one of the largest international creators and producers of entertainment brands in the world with leading prime time drama, serial drama, entertainment and factual entertainment programming in over 40 countries worldwide. FremantleMedia is a subsidiary of RTL Group, Europe's largest television and radio broadcast company, which is 90% owned by Bertelsmann AG, an integrated media and entertainment company that commands leading positions in the world's media markets. For further information, visit http://www.fremantlemedia.com.
ABOUT "AMERICAN IDOL":
Now approaching its eighth season, AMERICAN IDOL continues to dominate the television landscape, averaging more than 30 million viewers per episode. The latest record-breaking installment of the nation's most-watched television show laid claim to the most text messages ever received (78 million), as well as a mind-blowing 31.7 million viewers for its finale episode. AMERICAN IDOL is created and executive-produced by Simon Fuller, founder and CEO of 19 Entertainment; and executive-produced by Cecile Frot-Coutaz, CEO, FremantleMedia North America; Nigel Lythgoe, President, 19 Television; and Ken Warwick, Executive Producer, FremantleMedia North America.
ABOUT FREMANTLEMEDIA NORTH AMERICA:
FremantleMedia North America (FMNA) is the U.S. production division of global media giant FremantleMedia. Based in Burbank, California, FMNA produces entertaining and innovative television programs for network, cable and syndicated platforms, including the Emmy-nominated musical/reality phenomenon "American Idol" (FOX), "American Idol Rewind" (syndicated), "American Idol Extra" (Fox Reality), "America's Got Talent" (NBC), "Celebrity Family Feud" (NBC), "The Osbournes: Reloaded" (FOX), "Hole In The Wall" (FOX), "Farmer Wants A Wife" (The CW), "The Phone" (MTV), "Rock The Cradle" (MTV), "Can You Duet" (CMT), "The Janice Dickinson Modeling Agency" (Oxygen), "Match Game" (TBS), "Family Feud" (syndicated), "Million Dollar Password" (CBS), and the longest-running game show in television history, "The Price Is Right" (CBS).
Habbo is a richly colorful, multi-dimensional virtual world and community for teens. Users join by creating a fully customized online character called a Habbo. From there, they can explore many public hang-outs, participate in a variety of activities, connect with friends, decorate their own rooms, and have fun through creativity and self expression. Currently there are Habbo communities in 33 countries on six continents. To date, 121 million Habbo characters have been created and 11.5 million unique users worldwide visit Habbo each month (source: Google Analytics). http://www.habbo.com
ABOUT 19 ENTERTAINMENT:
Simon Fuller's 19 Entertainment (of CKX, Inc., a publicly traded company listed on the NASDAQ National Market® under the ticker symbol "CKXE") is recognized as a leading creator, provider and promoter of globally successful music-based entertainment, or "entertainment brands." The company has attracted a unique collection of expertise in people who work together to integrate and leverage activity across television, film, touring, merchandising, music publishing, recording, artist / writer and producer management, sponsorship and promotion. Simon Fuller is the most successful British music manager of all time having sold over 116 million CDs in North America alone, and is known as the creator of "American Idol," the most valuable TV format in the world with an estimated value in excess of $2.5 billion. For further information, visit http://www.americanidol.com.