Case studies - Match magazine

Feature

Case studies - Match magazine

LONDON - Match is the Bauer Consumer Media-owned weekly football magazine aimed at school children. Its target demographic aligns well with Habbo, the online virtual world aimed at teenagers. Habbo is populated by more than 80 million avatars and attracts more than 6 million unique users every month.

Habbo and Match teamed up during the Euro 2008 competition

Staff

November 14, 2008

How long?

1 minute

��pk10: Match Euro 2008

Agency: In-house

Aims: Match sought to capitalise on the popularity of Euro 2008 by engaging with its readers and potential readers via Habbo. The virtual world also wanted to be involved in Euro 2008, and the campaign aimed to give Habbo a credible voice on football.

Execution: Habbo and Match created 'Matchman', an avatar of the magazine's editor, who visited the site every three days during the tournament to host a chat in a Match-sponsored room. In-world billboards and promotions on Habbo's homepage directed users to the chats. Promotions in Match included full-page ads and editorial content in the Planet Footy section.

Results: According to Habbo, the chat room proved highly popular with members. Users who visited the room engaged with Matchman for an average of more than an hour.

Topics

Marketing