AOL promotes AIM Triton

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AOL promotes AIM Triton

AOL is rolling out a multi-faceted advertising campaign for the new AIM Triton service. AOL is targeting folks aged 13 - 25 through online, print, indoor and outdoor placements (with a heavy focus on college campuses as well as sites like, Pretty amazing that AOL has turned to "advertising" their instant messaging client as opposed to "grass roots" or word-of-mouth methods that have traditionally brought IM software vendors more IM users. AOL obviously realizes that the Instant Messaging market is a high stakes game that they don't want to lose. With convergence of applications, such as IM, voice, and video, AOL wants to make sure they keep their market leading position. Obviously, the news about Yahoo Messenger and Microsoft Messenger planning to interoperate must have AOL concerned. Interestingly, AOL's new campaign includes the catch phrase "I AM" - a dyslectic word play on AIM.

Check out the AOL press release below.


Teams With ATTIK to Launch "I AM" Campaign

New York, NY - October 25, 2005 - AOL's AIM service has rolled out its national advertising campaign called "I AM." Created with AIM's agency of record ATTIK, the new non-traditional advertising campaign introduces AOL's next generation AIM service -- called "AIM Triton" -- as a feature-rich communications service that goes beyond instant messaging to offer email and SMS text messaging as well as a variety of live voice and streaming video services ( ).

The multi-faceted campaign features a colorful new logo and underscores the emotional connection that AIM's more than 43* million users have with the brand. The campaign includes numerous interactive, traditional, search-based and buzz marketing elements, including print, indoor and outdoor placements on college and university campuses. An on-campus wild posting campaign, featuring two unique posters per week, will run through mid-November, and full-page, four-color print ads will appear in 43 student newspapers nationwide - from Georgetown University to UCLA.

Specifically, it highlights the role that the AIM® Screen Name plays as a core component of users' identities, and reveals the variety of shared experiences and communications services that the new AIM® Triton service offers.

"AIM keeps users connected to family, friends and colleagues whether they are at home, school, work, or in-between via mobile. With AIM Triton, we are giving users even greater flexibility with integrated email, text messaging and improved voice and video services," said Kevin Conroy, Executive Vice President, AOL Media Networks. "We worked with ATTIK to create a multi-faceted campaign that presents these features to our core youth audiences in a way that impacts them in their daily lives, and we are confident that our new visual identity and creative showcases the flexibility and comprehensiveness of the new AIM Triton service."

In addition, online advertising geared to teens and young adults is appearing on music, sports, entertainment and lifestyle websites, including,, TicketMaster, and the network. Running through November, the online advertising campaign also includes social networking services like MySpace, Facebook and Bebo, as well as properties represented by ValueClick and 24/7 Real Media. On alone, the new AIM brand messaging is reaching more than four million students per month on more than 2,000 campuses.

As a part of the new campaign, AIM users and Internet users will be driven to a new microsite found at ( ). There, they can experience the new AIM brand identity and view an AIM Triton demo. They will also be invited to try the Preview Edition of the AIM Triton software on ( ).

The AIM service began work with ATTIK in June when the agency launched a viral marketing program geared toward 18-24 year olds featuring wild postings, online advertising, a nationwide sweepstakes, blogs and viral MPEGs for the new AIM® Mail service.

About the AIM® Service
With more than 43 million active users, the AIM service ( ) is at the center of one of the largest and most dynamic online communities, and is available for use on computers, cell phones and other handheld devices. The AIM service is an integrated communications client that offers instant messaging, email and SMS text messaging, as well as a variety of voice calling and streaming video services. Features include a Plaxo-enabled AIM® Address Book and integrated access to the AOL® Explorer, AOL® Mail, AIM Mail, AOL® Radio, AIM® Talk and TotalTalkT services.

About America Online, Inc.
America Online, Inc. is a wholly owned subsidiary of Time Warner Inc. Based in Dulles, Virginia, America Online is the world's leader in interactive services, Web brands, Internet technologies and e-commerce services.

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