Summit Entertainment is looking to extend its vampire franchise Twilight online through a new deal with social networking site, Habbo.
Under the deal, Habbo will produce Twilight-themed furniture and accessories under licence, and it will support the launch of its second instalment, The Twilight Saga: New Moon, with a branded virtual space within Habbo’s 31 online communities. The film is released in November.
It aims to create a community for Twilight fans to interact through movie-branded rooms, activities and polls. Habbo has more than 13 million users each month.
Teemu Huuhtaenen, executive vice president of marketing and business development at Habbo-parent company Sulake, and president North America of Sulake Inc, said the virtual world is an established promotional platform. He added: “The campaigns within Habbo will allow us to link fans of the Twilight film series to their favourite movie series in a multitude of meaningful ways.”
The first Twilight instalment, released in November 2008, was a huge theatrical success, particularly with teenage girls, and grossed more than $383m worldwide. Over 90% of Habbo users are aged between 13 and 18-years-old.