AOLs Sending AIM To College

    October 25, 2005

America Online, better known as AOL started an AOL Instant Messenger (AIM) ad campaign designed to resonate with that most desirable of demographics, college kids. AOL, in its campaign to revitalize, has attempted to create both a top-notch portal environment but also to become one of those habits of life.

They’re working this one pretty heavily, covering 40 college campuses with the full spectrum including ads in various venues such as TheFacebook, MySpaces,,, Ticketmaster, Bebo and others. They’ve also got billboards planned and other outdoor advertising.

ClickZ quoted Amy Essene, VP of audience brand marketing, “This brand campaign is to launch the fact that AIM is evolving from just instant messaging to this full communications platform. We have strong loyalty, and we can build awareness of our functionality amongst this dedicated audience. College students are a great influencers for both younger and older audiences.”

AOL has been trying to redevelop their brand in recent months, particularly since they are a point of contention on the board at Time Warner and AOL has lost millions of subscribers in recent years. They’ve moved more toward the portal and advertising route for revenues and they’ve got some advantages. The strongest point for AOL during their long reign was the social network, most notably their chat rooms. This is a move to go back to that and try and rebuild on what their strong suit was all along.

John Stith is a staff writer for WebProNews covering technology and business.