Habbo, a teen-oriented virtual world website, has teamed with Summit Entertainment for “Twilight”-themed online activities, items and polls.
The site is set to launch this fall in time for the domestic release of “The Twilight Saga: New Moon.”
“Habbo’s understanding of the teen online audience means they can build a unique virtual experience for their users,” said Jack Pan, exec VP of marketing for Summit. “This is the first time Summit has partnered with a virtual world, so we wanted to be sure to work with a company with a proven track record for providing exciting, engaging activities.”
The site allows users to create customized online characters and interact with other users in a virtual environment. Habbo has users in 31 countries, with some 142 million characters created.
Past deals have included limited campaigns with Par Pictures Digital Entertainment and FremantleMedia Enterprises, the branding division for “American Idol.”