Time Warner’s America Online Inc. broke a new advertising campaign called “I Am” for its next-generation AIM Triton instant messaging service.
The campaign highlights the emotional bond AIM has with its 43 million users, emphasizing the role the AIM screen name plays as part of the user’s identity online. It also shows the range of shared experiences and communications that AIM Triton offers to its users.
” ‘I Am’ is a nice way for us to have an umbrella statement that conveys what AIM means to people on a functional level, on a feature level and on an emotional level,” said Chamath Palihapitiya, vice president and general manager of the AIM and ICQ instant messaging services in Dulles, VA.
The campaign targets teens and young adults with four-color print ads running in 43 college newspapers across campuses nationwide. AOL also is using indoor and outdoor ads and wild postings on campuses.
Online, ads are up on sites like MTV.com, ESPN.com, TicketMaster.com, MySpace, Facebook, Bebo, About.com and the AOL.com, ValueClick and 24/7 Real Media networks.
All ads direct consumers to a new microsite at www.aim.com/you for the new brand personality, logo and AIM Triton demo. The campaign is scheduled to run through November, though the online elements will extend into next year.
AIM creative agency of record Attik, New York, worked on the campaign.
Mickey Alam Khan covers Internet marketing campaigns and e-commerce, agency news as well as circulation for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters