EMI label Innocent is using social networking site Habbo Hotel to launch five-piece boyband 365. As part of the deal hotel members, or Habbos as they are known, can sign on and have a live chat to the five members of 365 ahead of the release of their debut single ‘One Touch’ on 13 November. Mike Dowuna, digital media manager at Innocent, said Habbo would deliver the perfect audience for 365.
“While social networks like MySpace and Bebo work well in promoting urban artists and indie bands, Habbo Hotel’s demographic is an ideal fit for pure pop artists such as 365,” he said. The campaign follows in the footsteps of previous music promotions on the Habbo site. Last year virtual band Gorillaz hosted a live Web chat tour to promote its single ‘Dare’. Habbo Hotel has over 7m unique users per month worldwide with a core demographic of 11 to 18-year-olds.