• by October 24, 2005

AOL is no slouch when it comes to marketing. The company continues to spend at a good clip to get the word out on its products and services. We think this is particularly important, as it's backed off the walled garden approach to content and as suitors make their moves. It's certainly no time to back off of marketing.

So it's with particular interest that we note the launch of AOL's first-ever ad campaign for its AIM service. Created by ATTIK, the national campaign introduces AOL's next generation AIM service, dubbed "AIM Triton." The new product is positioned as a feature-rich communications service that goes beyond instant messaging to offer e-mail and text messaging, along with a variety of live voice and streaming video services. You can check it out for yourself at: http://www.aim.com.

The colorful campaign personalizes the connection AIM's more than 40 million users have with the brand, with bold statements like: "I am instant messaging"; "I am e-mail"; "I am voice chat"; "I am video chat"; and "I am in your pocket."

ATTIK is using a variety of media including online (of course), search and buzz marketing, along with print ads and wild postings on college and university campuses. The campaign emphasizes the role that users' AIM screen names play and describes the variety of shared experiences and communications services AIM Triton offers. Online ads are expected to run on MySpace, Facebook, and Bebo, as well as MTV.com, ESPN.com, TicketMaster, About.com, and throughout the AOL network. AOL estimates that placements on Facebook.com could reach more than four million students per month on more than 2,000 campuses. In addition, AOL set up a new microsite for AIM users and Internet users at large to experience the new AIM brand identity and AIM Triton demo: http://www.aim.com/you. There is also a preview edition of the Triton software available at: http://www.aim.com/get_aim/win/win_beta.adp?aolp.