Teen-skewed virtual world Habbo Hotel is launching a marketing measurement tool aimed at tracking brand conversations among its users, reports Edge-Online. Habbo Hotel is a persistent world game operated by Finland-based Sulake Corp. The company says the community, where users create avatars to communicate and interact, has more than 155 million registered accounts with the majority of users under 19 years old. Sulake says the measurement tool, called Habble, was recently demonstrated during a campaign for the MTV European Music Awards. MTV and Sulake say they were able to measure the effectiveness of a campaign promoting the show. Using Habble, they monitored spikes in conversations regarding the MTV program among “Habbo Hotel” users and also pinpointed where in Europe the mentions originated.
Read more at Edge-Online {link no longer active}.
