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Momentum
Pictures is to launch a major online campaign for the DVD and video release of
Britney Spears’ movie debut.
A month-long promotion for Crossroads will run on virtual world Habbo Hotel (www.habbohotel.com)
from October. Habbo’s cinema will be re-branded to tie in with a karaoke scene
in the film.
Staff on the site will encourage Habbo users to take to the stage and will talk
about the movie’s release. Britney billboards will allow visitors to
click-through to a competition.
Users can also buy Britney posters for two credits to adorn the walls of their
virtual apartments. Console messages will target 100,000 girls with a link to
the official site (www.crossroadsthemovie.com).
According to Habbo, its immersive branding has seen higher response rates than
traditional banners and pop-ups, with click-through rates of more than 20 per
cent on some campaigns through its billboards.
Kathryn Wayman, Habbo business development manager, said: “Kids spend on average
20 minutes in a room, which is valuable for advertisers.” Momentum Pictures has
secured other tie-ins. Girland will create and host a microsite for the movie;
banners, emails and e-cards will be included on mykindaplace.com; and Fox Kids
will stream movie footage
Reported by Dana Bennett - WoB North American News Correspondent
Source: Revolution Magazine
Posted by Ruben - Updating from Long Island, NY
World
of Britney.com, Winner of the 2002-2003 and 2003-2004 Golden Web
Award
Momentum
Pictures is to launch a major online campaign for the DVD and video release of
Britney Spears’ movie debut. 
