MEDIA PACk 2011

MAkE FRIENDS, JOIN THE FUN, GET NOTICED!

CONTENTSWHAT IS HABBO HOTEL 5

AUDIENCE PROFILE 7 CREATE YOUR HABBO 9 CREATE YOUR ROOM 11 COLLECT VIRTUAL ACCESSORIES 13

CASE STUDIES 15

BRAND LIST 17 HARAJUKU LOVERS 19 HOW TO TRAIN YOUR DRAGON 21 TEEN LIFE-CHECK 23 CHILDLINE 25

PROMOTIONAL FORMATS 27

CONTACTS BACK COVER

Contents3

WHAT IS HABBO HOTEL

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Audience ProfileHabbo 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:

• Visitthesite12timespermonth.• Haveasessiontimeof52minutes.• Spend10hourspermonthonHabbo.

Habbo Teens influence purchasing decisions at home:

• 60%saytheyinfluencewhatfood is purchased at home.• 56%haveakeydecisioninwhere the family goes on holiday.• 54%playanactiveroleinchoosing 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.• CurbingKnifeCrime.• EarthHourfortheWWFandmore.

*Source: Habbo Global Youth Survey 2008/9 Research

What is Habbo Hotel

INTRODUCTIONHabbo Hotel is the worlds biggest real-time teen community & social game. Habbo attracts a hard to reach community of opinion-forming teens who are interestedinmeetinglikemindedpeople,makingfriends 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 10hourspermonthonthesiteandvisitHabboonaverage12timespermonth.

Teenagers in Habbo love to create rooms that express who they are and also use these spaces as places tohostvirtualsocialgatherings.Virtualgoodsareakeysocialcurrencythatuserscanpurchase,winandtrade 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 HabbohavebeenhandpickedbytheSiteEditorsandthey 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. Whenbrandsaddvaluetothecommunity,thisisgenerally the most successful approach where users really connect with the brand and buy into its values. Habbohasworkedforbrandslike20thCenturyFox,Sega,COI,Coty,Revlon,Paramountandmanymore.

Comeinandseewhatallthefunisabout!

CORE STATISTICS•GlobalUniqueUsers-15million

•Habbo.comUniqueUsers-4.4million

•Male/FemaleSplit;50/50

•CoreAge:13–16yearsold–67%

•MedianAge–15yearsold

•185MillionRegisteredAccountsandgrowing

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CREATE YOURHABBOThe very first thing you do is create your own avatar in Habbo and choose a unique user name that reflects yourpersonality!Expressyourself,gowildasthereare thousands of possible combinations and no two Habboslookthesame.Perhapsabluebeardwitharatherregalcrown?Emohairteamedwithanon-trendplaidshirtsorperhaps3Dglassespairedwithafluorescentspikedmohican?Thepossibilitiesareendless!

What is Habbo Hotel9

CREATE YOURROOMBuild and design your virtual hangout for you and your friends. Bring out your inner interior decoration skillsanddesignahangouttohostaraucousvirtualgatheringforyouandyourfriendstomingle.Ourteenusers design games, quests, mazes and more or just create a place where you can train your own virtual pet!Addtothenumeroususer-generatednightclubs,bars, restaurants, shops and other venues teenagers havecreatedinHabbo!Choosefromnumerousvirtual accessories and furniture (“furni”) in Habbo to createaroomthatexpressesexactlywhoyouare!

What is Habbo Hotel11

COLLECT VIRTUALACCESSORIESShowthecommunityyourachievementsandhowsuccessful you are by accumulating a treasure trove ofvirtualaccessoriesandfurnituretodeckoutyourroom. There’s a veritable galaxy of different items to collect.FromThronestoDinoEggsrightthroughtoDJDecks.TrackdownandseeifyoucannegotiateagooddealforthesuperrareJadeDragonLampandbetheenvyofallofyourfriends!

Collectandwinvirtualbadgestoshowoffyourachievements, a cause or brand you want to support; tasksandactivitiesyou’veunlockedintheworldofHabbo; wear your allegiance with pride to show off to your friends that you’re one of the elite in your achievements in Habbo.

Virtualaccessoriesarehotsocialcurrency-grabapiecetofindoutwhateveryoneistalkingabout.

What is Habbo Hotel13

CASE STUDIES

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Case Studies

OUR CLIENTS &CASE STUDIESHabboisextremelyproudtohaveworkedwithsomeoftheWorld’sbiggestyouthbrandsacrosstheGlobe.We’vecreatedworkforthelikesofPlayStation,Paramount,Cotyandmanymore.Youcanseeafewexamplesofwhowehaveworkedwithontheopposite page. The next few pages are just some of theexamplesofhighlyeffectivecreativeworkwehave executed on behalf of our clients to engage with young people.

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HOME PAGES

VIRTUAL BADGESLANDING PAGE

COMPETITION ENTRIES

HOME PAGE BRANDED ROOM

Case Studies

COTYHARAJUkU LOVERSObjective GenerateahugesplasharoundCoty’snewcollaborationwithGwenStefani’snewHarajukuLoversfragrancecollectionandraiseawarenessinthe core teen female target audience. Solution HabbobroughttolifethisexcitingJapanesethemedcampaignbybringingtheultrachicHarajuku-districtto Habbo. WecreatedabespokenewTokyoCityNeonSoakedBrandedRoomdesignedtoembodytheultra-hipHarajukuLoversethosandtobethefocalpointofthecampaign.Thebespokebrandedspacewasaplacefor users to socialise, mingle and be immersed in the Harajukumessage. UserscouldalsojoinoneofthespecialHarajukuLoversBrandedGroupsforeachofthegirls(i.e.userschoose to join the group of the girl whose personality they most identify with) WealsoinviteduserstogetinvolvedinthespecialHarajukuLoversFashionistaAcademy.Weorganisedexciting events and challenges for the users to get involved,suchasdesignanoutfitforGwenandtheHarajukuGirls,QuestsandACoolJapanQuiz. The teen audience could win a variety of prizes such as exclusive limited edition virtual badges, bottles of fragranceandanamazingprizeofATriptoLondon,Hotel,ShoppingandANightOutatLuckyVoiceKaraokeBar.

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BADGESHOME PAGE TAKEOVER

HOME PAGES

VIKING PIXEL EFFECT VIRTUAL BADGES

Case Studies

PARAMOUNTHOW TO TRAINYOUR DRAGONObjectiveHowToTrainYourDragonisanewfranchisefromDreamworksStudios,themakersofShrekandMadagascar.Thebusinesschallengewastobuildequity in this new franchise, maximise impact, build awareness and create a rapport with the target audience. SolutionHabbo brought the film to life by allowing users to get directly involved in the story line of the film, which involvedbecomingaVikingTrainerandtakingpartinour perilous virtual challenges to prove your mettle. AttheheartofthepromotionwasaspecialbrandedsocialspaceintheformoftheyoungViking’sTrainingCampandaspecialavatareffectwhereuserscouldtransformthemselvesintoVikings,completewithswordandhelmet!

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GROUP PAGE

SPONSORED ROOM BILLBOARD

VIRTUAL STICKER SPINNING WHEEL FURNI

VIRTUAL BADGE

Case Studies

COITEEN LIFECHECKObjectiveTogetyoungpeopletomakemorehealthierlifestylechoices, in terms of what they consume, how much exercisetheytakeandhowtheygenerallylive.ToenticeasmanyuserstotaketheTeenLifeChecksurvey.

SolutionWeconstructedamonthscheduleoffunactivitiesinHabbowhichwouldhelpusersthinkabouthealthierlifechoices.Aswellasabrandedspace,userscouldjoinaspecialbrandedgrouptaketheTeenLifeChecksurvey and be instantly rewarded with a code to use in Habbo. The code revealed exclusive content, prizes andachancetowinNikeIDTrainersandvirtualitemsofspecialTeenLifeCheckFurni.

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VIRTUAL FURNI

GROUP PAGE

INTERSTITIAL BRANDED PRIVATE ROOM

VIRTUAL BADGE

Case StudiesNSPCC, CHILDLINEIDEA AGENCYObjectiveTheNSPCC’sbusinessproblemwasandstillisconvincing vulnerable young people to contact theserviceandspeaktoacounsellorforadvice.Childline’sstrategyistopursueandencourageyoung people to express themselves and they wanted something different and innovative to reach out to their target audience. SolutionHabboinpartnershipwithChildlinedevisedtheIdeaAgency–A‘virtualfullservicecreativeagency’thatexistedinside Habbo. IanMacArthur,thereallifeHeadOfBrandMarketingandCreativeDirectorbecamethefigureheadfortheactivityinHabbo.WecreatedanavatarforhimandIanheadedupthevirtualcreativeagency.EverymonthIanwouldcomeintotheAgencyOfficesand recruit new staff members from the Habbo community for different roles within the agency; copywriters, designers, art directors and more. AgencystaffwouldworkoncreativebriefssetbyIan,basedonreallifeinsightandbusinessproblemsChildlinewerefacing.Someoftheserangedfromdesigning 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 suchasstickersandbadges. Users regularly got involved in events and activities heldbytheIdeaAgencyandthecampaignlasteda 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.

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PROMOTIONALFORMATS

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HIGH PROFILE AWARENESS ADS

PARTICIPATIVE ADS

HOMEPAGE TAKEOVER & DISPLAY ADS IN-GAME LEADERBOARDS

COMPS & USER POLLS SPONSORED ROOMS BRANDED VIRTUAL BADGES

BRANDED VIRTUAL STICKERS

IN-GAME MPU

BRAND IMMERSIVE ENGAGEMENT ADS

BRANDED ENVIRONMENTS

CO-MARKETING ON PACK PROMOTIONS

BRANDED VIRTUAL GOODS

AVATAR EFFECTS

GROUP PAGES

ADVETORIALS

CONTACTSPhil GuestExecutive Vice President of Global Ad Salesphil.guest@sulake.comEU mobile: +44 (0) 7715 322 365US cellphone: (310) 985 1174