The producers of American Idol have made a deal with Habbo to provide branded goodies to the teens who belong to that virtual world.
With nearly 8 million unique visitors each month, most of whom are 13 - 18, the Idol team sees this as a way to grab the next generation of viewers.
"We didn't want to do anything that replicated the format of the show," said show exec David Luner. "We wanted to create a way for people to interact with the brand."
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They'll do this by creating their own stages and green rooms by purchasing Idol-branded sets, props, and character clothing.
The multi-year agreement will reach consumers at the end of this month and will continue year-round, not just when American Idol is on the air.