Teenage virtual world Habbo Hotel has introduced a new measurement tool that provides marketers with insight into the level of conversations taking place about their brands.
The global Habbo community currently consists of over 155 million registered avatars with the majority being under 19 years of age, says Finnish operator Sulake,adding that Habbo is "the world's largest virtual world for teenagers."
The analysis tool will enable marketers to track the level of conversations taking place online, offering a way to measure the effectiveness of marketing communications. The use of brand names, slogans and key phrases can be measured over a defined period with data updated daily and analysed in chart form.
habbohotel coins was recently piloted for MTV International during a campaign promoting the MTV European Music Awards notes Sulake. After the campaign, which ran in September, Habble showed that conversations around the awards were up by 371 per cent in the UK and 762 percent in the Netherlands.
Phil Guest, SVP of global ad sales at Sulake, said, “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."