KOL, Red Relaunch As Free Portals
The move is part of AOL's larger strategy to draw visitors to sites that previously were open only to subscribers. The sites have been overhauled for a Web-wide audience, said Malcolm Bird, senior vice president for kids and teens at AOL. "The redesigns encompass every single page of the kids' and teens' services being moved into a more Web-friendly, Web-navigable experience."
AOL also will break ad campaigns next week to promote the sites. For KOL, the company will run banner ads created by the Attik agency on Web sites of Time Warner's Cartoon Network, the independently owned Kaboose Network, and Viacom's Nickelodeon and Neopets. The campaign's tagline is "KOL Smells Like Adventure," with the Web creatives starring a floating, disembodied nose, and the print creatives featuring scratch-and-sniff spots.
Ads for Red, which is targeted at teens, will run on sites including MTV's Quizilla, Google's YouTube and Xanga. The creative features the "R" in "Red" turned upside-down to form a stylized rabbit head, drawn to represent various emoticons, including "stressed," "grumpy," "freaked," "flirty," and "psyched."
The new Red will go live Monday, while KOL will relaunch Thursday.
Recent Online Media Daily Articles
-
Google+ Needs Android To Climb Out Of Experimental Phase May 20, 9:24 p.m.
Marketers continue to view Google+ as a fledgling network requiring experimentation, although the company released a ... -
AOL, Support.Com Settle Scareware Lawsuit For $8.5 Million May 20, 5:20 p.m.
Web company AOL and software vendor Support.com will pay $8.5 million to settle a lawsuit brought ... -
Gmail Hangouts Disable Google Voice May 20, 3:23 p.m.
Google's new version of Hangouts for Gmail eliminates Google Voice features. The move is frustrating heavy ... -
Digital Boost: Ziff Davis Acquires NetShelter May 20, 3:19 p.m.
Ziff Davis on Monday announced the acquisition of content network NetShelter from ad platform inPowered. Financial ... -
LikeableAds.com Launches, With Focus On Social Media Ads May 20, 3:04 p.m.
To keep up with growing demand from Madison Avenue, the social marketing consultants at Likeable Media ... -
Yahoo To Ramp 'Native' Ads On Tumblr May 20, 1:37 p.m.
With its $1.1 billion acquisition of Tumblr, Yahoo on Monday made clear that it plans to ... -
Gigya Improves Marketing, Adds 21 Social, Tech Partners May 20, 9:15 a.m.
Social services startup Gigya on Monday is expected to announce the addition of 21 social and ... -
Health/Wellness Shop Diversifies Into Happiness, Launches Platform To Fuel It May 20, 9:06 a.m.
The CementBloc, a spunky New York-based agency specializing in health and wellness marketing, is diversifying into ... -
Yahoo To Buy Tumblr For $1.1 Billion May 19, 7:26 p.m.
The Yahoo board has agreed to acquire popular blogging site Tumblr for $1.1 billion in cash, ... -
Weather.com Develops Real-Time Data Ad Targeting May 17, 5:12 p.m.
Weather.com has begun using audience segmentation data from Lotame to develop real-time targeting services based on ...
Be the first to comment on "KOL, Red Relaunch As Free Portals"
Leave a Comment