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AOL will be launching a campaign to attract users age 18-24 to its AIM instant messaging (IM) service and has named San Francisco independent shop Attik to executed the “I AM” campaign, which relies heavily on nontraditional and interactive means of reaching the intended demographic - such as campus-wide indoor and outdoor postings in colleges and ads on websites frequented by young users, including social networking sites MySpace and Facebook, reports AdWeek (via MarketingVox). Attik is also running four-color print ads in 43 college newspapers, but no TV ads. Spending was not disclosed.
“AIM can do more than instant messaging and that’s a message we want to get out,” said Amy Essene, vice-president of audience brand marketing. “I AM” creative emphasizes just-released enhancements, such as video and voice communication, as well as the AIM screen name’s role in users’ identities. The campaign is the first for AIM. All ads drive users to download a trial version, dubbed AIM Triton, for a new brand personality and logo, writes DM News. The campaign will run through November.
AIM has some 43 million users, according to AOL, but it faces competition from MSN and Yahoo. Google launched its own IM and internet voice service, Google Talk, two months ago.
Arbitron has reached a settlement with the State of New York, in a move that will resolve all claims against Arbitron that were alleged in the lawsuit filed against the company by the NY Attorney General relating to the marketing…
Just weeks after shuttering the print edition of PC Magazine and moving it entirely online, Ziff Davis has announced that it is closing the books on Electronic Gaming Magazine, due to the sale of its collection of video game sites,…
Angered by a London bus advertisement that sent her to a website where she was told that she was going to hell, to spend all eternity in torment, comedy writer Ariane Sherine decided to launch a counter-campaign.
She began raising…
Time Warner said today that the economy has been more challenging in terms of its advertising business than it had expected, particularly at AOL and the Time Inc. publishing units.
The company said it will post a net operating loss…
On its Google Checkout page, Google claims a “Checkout” icon can increase ad click-through by 10%. (At least one client, Fred Lerner of e-commerce network Ritz Interactive, claims the Checkout icon increased clickthroughs by 23%.)
What’s more, Google Checkout users purportedly…
Even through a recession U.S. consumers redeem just 1%-3% of paper coupons, but up to half of the coupons that Kroger sends to its customers are redeemed - because it uses a data-mining firm it part-owns to target specific customers.
Kroger,…
