Birth of a Brand / Habbo Hotel

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Birth of a Brand / Habbo Hotel INFORM AUGUST 07 IT’S ABOUT INTELLIGENCE™ BIRTH OF A BRAND / HABBO HOTEL WELCOME SIGN / FROM HOBBY TO HABBO: HOW A PET PROJECT GREW INTO A GLOBAL PHENOMENON / BY ALISTAIR WILLIAMS The story of Habbo began back in Utilising experiences from the During 2004, Sulake as a company 1999, when two young Finnish guys, previous projects, the group of young and Habbo Hotel as a ‘game chain’ Sampo Karjalainen and Aapo Kyrölä, developers continued to build on the grew dramatically. By the end of the created an online application called concept of a multiplayer online game year, the company had launched 16 Mobiles Disco for their friends' rock and soon Sulake, the company, was hotels on four different continents band and their fans. Mobiles Disco founded and the first hotel, Hotelli and the number of employees had was always a hobby but once Kultakala (Hotel Goldfish), was increased to 160. It was at this time launched, the word about a new cool launched in August 2000. After the that Habbo started to attract multi-user online community started huge success of the virtual hotel teenagers from all around the world to spread quickly. In a few months launch in Finland the company and the monthly user base grew the project had got thousands of aimed to expand internationally. from thousands to millions. users from around the world – from as far away as Brazil. After noticing Easy access easy play – free with an the thrill of such a concept, Aapo Growing the global community option to buy and Sampo decided to develop their idea of a new way to meet friends Habbo was officially born as a brand A simple definition of Habbo is a online a bit further. in February 2001 when the doors to virtual world, online community and the international community of social networking environment Jussi Nurmio, the CEO of a major Habbo Hotel opened in the UK. It aimed mainly at teenagers. It's an Finnish advertising company Taivas, quickly became apparent that our online hangout where community became interested in the idea and international presence would require members can meet up, play games Aapo and Sampo started to work in separate game environments for and develop their self-expression. the online company of the Taivas different language areas, because Habbo provides a rich and positive Group, Ego Taivas MediaLab. Soon the first international version mainly environment, but it's the teens they, with a few other developers attracted English speakers. It was themselves who write the script. and graphic designers from Ego, relatively straightforward to create used the same idea and technology local game environments and with to build a funny multiplayer online just a few modifications the concept BY THE END OF game Lumisota (Snowball game). can be adapted for any country. THE YEAR, THE Launched in February 2000, Sulake launched the next new Lumisota served also as a test for communities in Switzerland and COMPANY HAD commercial usage, since players Japan in 2001 and four more were could increase the effectiveness of opened in 2003. At the same time LAUNCHED 16 their snowballs by buying extra force the technical platform was re-built with SMS messages. and the concept further developed. HOTELS As ‘Habbos’, they create their own likings – analyzing afterwards it is Celebrity visits are an appealing virtual world by customising their clear that this decision was one of event for the Habbo users on a characters, their own rooms and the most important ones in making global scale. Hundreds of musical their Habbo Home pages. the international phenomenon artists, actors and athletes visit happen. Habbo each year. The most famous Playing Habbo is free and buying visitors include Gorillaz (who ‘toured’ premium services is voluntary; most The Habbo game environment is 12 Habbo countries), Pink, Pussycat of the users don’t use money in built on Java-based FUSE Dolls, Beastie Boys and Ashlee Habbo. The online communities’ technology, which has been Simpson. In the UK this feature has currency is Habbo Credits which are developed by Sulake specifically to been acknowledged as altering how used to pay for premium services support multi-user online artists engage with their audience by such as virtual furniture, game environments. The game client itself allowing Habbo users to ‘meet and tickets, mobile games and elements is programmed by lingo developers greet’ their music heroes. Since the for the user’s own homepage. Virtual and can be viewed with standard success of the Gorillaz tour, Habbo furniture and homepage gadgets are web browsers enriched with Adobe’s has been approached to create particularly important factors in most Shockwave Director plug-in. similar events and has played host to Habbos' lives within the community, various pop artists like McFly, allowing them to express themselves Jamelia and Faithless. through the creation of theme-styled Celebrity visits and goodwill rooms and homepages, game rooms cooperation Celebrity visits in the UK are based and places to chill out in. Users can on the community’s music tastes pay using a wide variety of payment The key to Habbo is social and favorite artists, which are methods such as SMS, IVR interactivity: meeting other Habbos collected from the results of telephone lines, credit cards and and having fun together. The Habbo numerous polls. All celebrity visits prepaid cards among others. community is always packed with are designed specifically to create fun events whether it is seasonal unique event every time. Jamelia, for events, competitions, campaigns, example, spent two hours in Habbo, Pixel-style like no other celebrity visits etc. arranged by the visiting numerous rooms to meet and Habbo staff or events prepared by talk to her hordes of fans, chose the The graphical design of Habbo dates the other community members. winner of a fashion design back to the first versions of Mobiles competition and opened a new room Disco. Originally designed by Sampo in the Hotel. After the mass Karjalainen, the ‘Habbo pixel style’ discussion Jamelia visited some of pays homage to the early computer THE RETRO STYLE the Habbo’s guest rooms, games, such as the world of HAS BEEN ONE OF commented on them and talked Commodore 64. Habbo’s about her latest album. This provides axonometric 2D environment, THE MOST an excellent stage for artists to unique design and wide colour publicise themselves and promote palette help the Habbo pixel style SIGNIFICANT their music to a hard to reach stand out from other international SUCCESS FACTORS audience. It also allows many multiplayer online games. Habbos to talk on a one-to-one basis FOR HABBO, with their role models in a way that The retro style has been one of the BECAUSE IT IS would not otherwise be possible. most significant success factors for Habbo, because it is simply never SIMPLY NEVER OUT Sulake also cooperates actively with out of date. The original style was youth and goodwill organisations chosen based on the creator’s own OF DATE around the world. Globally the company has Converting advertisers to content dedicated campaign area on the partnerships with over 30 different providers Habbo site were just some of the groups including Unicef in several tools used. Engaging the entire countries, the Red Cross and NSPCC In addition to pro bono activities, community in such a specialised in the UK. The InfoBus concept, a Habbo works with selected event is tough, but 12 Salon workers virtual space inside the community advertising partners that through were selected, tested and voted out where the specialist partners relevant and integrated messages, by the Habbo community itself. educate Habbos about topics add value to the user-experience Successful applicants were given a including dangers of drug abuse and and ultimately, to both the advertiser special Always Salon badge to safe Internet usage, is the most and the community. distinguish them from the visiting popular form of collaboration. customers and in the wider Habbo provides a strong branding community after the event. The The joint Habbo-FRANK project was environment that drives interaction community could write in their staff first piloted in Habbo UK in 2006. with millions of teenagers. As one of reviews and send in live feeds The ‘Infobus’ provides a close-knit the world’s fastest growing online offering words of support, enabling forum where Habbos can talk to a destinations for teens, Habbo offers us to engage not only the 12 staff FRANK advisor on drug related both an innovative and cost effective members but also the wider topics. It aimed to show the way to commence in a two-way community. usefulness of drug related dialogue. Furthermore, Habbo information provided in an online effectively builds brand loyalty and environment and gauge the the potential to modify consumer After ‘world domination’? response from the teenage behavior. Habbo pushes traditional audience. This provides a unique online marketing campaigns into a In April 2007 Habbo has local online and controlled forum, which, in live and virtual activity and identity communities in 29 countries and addition to Habbo’s high safety driven world, with advertisers as the Sulake has grown to a company with standards ensured that this was the providers. over 300 employees worldwide. service of choice to pilot such a Habbo has been ranked as one of project. Habbo UK has now been Detailed advertising campaigns are the world’s largest and fastest working with FRANK for nearly 2 devised for each client based on the growing online teen communities years following an extremely communications objectives and and Sulake as a company has won successful trial. Three 20-minute brand in question.
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