nsppc & habbo
DESCRIPTION
Engagement Through Social mediaTRANSCRIPT
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NSPCC & Habbo
Collaboration: The Idea Agency
Oisin Lunny and Emily Knee
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Year Founded 2000
Offices
• Headquartered in Helsinki, Finland
• North-American Regional Office in Santa Monica, CA
• 13 country offices globally
Employees 300 full-time equivalents, 200+ full- and part-time moderators
Business Units
• Habbo (virtual world for teens)
• IRC-Galleria (Finland’s largest social networking site)
• Bobba (cross platform virtual world)
Key Metrics
• 132 M registered Habbos
• 13M monthly unique visitors worldwide across all Sulake properties
• 2.7BN monthly page impressions across all Sulake properties
• €50m in revenues 2008, EBITDA positive
Investors 3i Group, Balderton Capital, Taivas Group, Elisa Oyj, Movida Group (SoftBank)
Sulake Group Fact Sheet
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20052000 2002 2003 20042001
Habbo Community Growth
• 132 million registered Habbo-characters!• Source: Sulake Statistics
• 11.8 million unique browsers per month!• Source: Google Analytics
20082006
132million
12Million/month!
2007 2009
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BackgroundBackground
56% Boys - 44% Girls
63% are 13-16 year old
92% go to school/study
94% live with their parents
Habbo User Profile
63% go to Habbo every day
43 minutes spent in Habbo on average
3/4 come to Habbo for socialising with friends
Usage peaks after school and weekends
70% heard from a friend about Habbo
Habbo UsageHabbo Usage
Sources: Sulake Statistics 2008, Global Habbo Youth Survey 2008, Google Analytics 2008
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• The concept was to develop a virtual advertising agency in Habbo
• The agency is called “Idea” and we created an Agency HQ within Habbo which users can work in and role play
• The real Creative Director for NSPCC plays an active role in briefing and judging entries
• Teens recruited to work in the agency to answer mini creative briefs throughout the year, working on poster, press, radio and tv ad campaigns
• Users choose which role they would like to play within the agency; Art Director, Copy Writer, Office Manager, Account Managers and other roles
• New virtual agency staff recruited every month
• Users are awarded with special branded Furni and virtual badges to reward loyalty
• Virtual agency acts as a hub for a wider campaign which drives teens from Piczo and Bebo to www.idea.me.uk which is at the heart of all cross media promotions
NSPCC Virtual Agency campaign UK
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NSPCC’s Ian’s Pixel transformation into the world of Habbo...
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NSPCC Virtual Agency main reception with branded wall and floor items and different work and social spaces
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Celeb Visits from NSPCC Ambassadors
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Viral Effects
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Viral Effects
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The results so far?
• 10,000 members and rising for the branded group
• 93,855 unique visits to the NSPCC Idea Virtual Agency Reception Building in Habbo
• 1,277 comments on guest book• 285 threads on NSPCC Idea Agency group• 4,791,704 combined impressions
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Thanks!
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Any questions?
Contact Habbo: [email protected] AdSales enquiries: [email protected]