AOL has launched a campaign to promote its Instant Messanger system to college students. According to Mediapost (reg. req.) online ads will also be supported by outdoor ads at 40 college campuses. This is basically a branding campaign to depict AIM as a multiple-media communications platform, encompassing VoIP, e-mail, and SMS in addition to instant messaging.
Random Culture reports about an interesting online game created to support the launch of an upcoming horror movie “Cry Wolf“. In order to play the Cry Wolf Game you need an AOL Instant Messenger account, because you will have to chat with 15 people to find out who is the killer. The curious thing is that the website offers a tutorial to explain how the game works. A mobile version of the game is also available and allows player to win a trip to Hollywood. A nice integrated effort to generate buzz around a movie, the only thing I don’t like is that there are five different websites hosting the content. One for the trailer, one for the mobile game, one for the online game, one for the “Wolfpack” and one for the making-of video.
Cry Wolf is not only a song by A-Ha, but it’s also an upcoming movie which will be promoted through a mobile initiative called “IM in the Hunt”. AOL, Chrysler Corporation and Rogue Pictures have joined forces to create a mobile trivia game to be played through AOL Instant Messenger, independently from the mobile carrier. “IM in the Hunt” targets teens and young adults giving away a trip to Los Angeles and a final grand prize, a Chrysler Crossfire.
Not all click-through traffic is equally good traffic. I enjoyed this article on DMNews about the different importance of clicks in the world of search. The authors point out we need to consider the keywords users have clicked before landing on our site (it’s different if they search for “buy hi-fi, or they type “hi-fi review”), but also we need to analyse the path of “clickers” through the site, to see if they browse and leave, or they browse and buy. Furthermore, before starting the campaign, it’s also very important to evaluate the kind of search engines we want to advertise on. Users with different characteristics use different search engines. For example DMNews explains: “AOL traditionally has been seen as the search space of choice for the less Web-savvy Internet user. That might make it a better place to sell a beginner-level product that helps people understand the Web better.“. Planning has an important role also in search engine marketing. It’s not just a question of choosing the right keywords, it’s also relevant where you place them.
Starting today, America Online has launched an online branding campaing to promote its broadband service. As explained in the press release, the new ad campaign, created by digital marketing firm Atmosphere BBDO, pushes the idea that speed is just one part of the broadband story and that content is equally as important. John Lane, VP, Online Marketing at AOL commented:“This campaign – created by Atmosphere with Digitas providing the media planning expertise – is intended to speak directly to those who already have a basic high-speed Internet connection through their cable or DSL provider, but may not have AOL for Broadband. After all, speed alone is only part of the broadband story; this “Speed Meet…” campaign is designed to showcase key elements of the AOL for Broadband service offering and persuade prospective members that a broadband connection alone is not enough.”
AdWeek says that America Online has named three finalists in the review for its interactive creative and media duties. Modem Media, Digitas and AtmosphereBBDO will be running for the precious account. The final will take place early next year, when the three agencies will present their online marketing plans proposals.
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