Alloy to Promote Sulake’s Habbo Hotel

NEW YORK Alloy said it signed a marketing deal with Helsinki, Finland-based Sulake to introduce its Habbo Hotel interactive gaming Web site to U.S. teens and advertisers.

The push includes in-school marketing on digital message boards, Alloy catalog ads, Internet ads on Alloy Web sites and e-mail promotions. Alloy said the marketing would reach 90 percent of teens between the ages of 13 and 17, Habbo Hotel’s target audience.

“We feel confident we’ll be able to introduce this brand to these kids,” said Derek White, executive vice president of Alloy Media and Marketing.

Financial terms were not disclosed.

Habbo Hotel lets teens create virtual characters who hang out online in a virtual hotel, decorate their rooms, play games and interacting with other guests.

Sulake has already launched Habbo Hotels in 15 countries in Europe and Asia. It debuted the U.S. site last October.

Alloy will sell banner advertising on the site, but will focus more on promotional integrations within the game. For example, White said a movie studio could promote a new release by setting up a branded movie theater in the hotel that shows short films to members.