AIM Campaign Plan by Jacqueline DiMaria

Executive Summary 22 Loud has developed a multi–faceted integrated marketing communications campaign that will propel the AIM brand into the social media age. Our goal is to alter the perception of AIM by positioning it as the social portal that connects lives and communicates emotions. A unique combination of traditional, non–traditional and viral components will increase awareness and stimulate usage of AIM messaging and social media products into one online portal. Through our compelling advertising messages, strategic IMC tactics and innovative media placement, 22 Loud is confident that we will achieve our trial, usage and awareness objectives.

Mission Statement We are 22 characters of life, energy and creativity with a passion for the art of communication. Our passion is to develop solid, original ideas based on research and consumer insights to create strong and lasting relationships between brands and their consumers.

“Creativity often consists of merely turning up what is already there.” Bernice Fitz–Gibbon Member, Advertising Hall of Fame

Table of Contents Agency Identity

Account Planning

Product Development

Creative

Integrated Marketing

Media

Evaluation

A/S/L, B4, BBL, BBS, BC, BF, BFF, BRB, BTW, CU, CUL8R, DL, EZ, F2F, FAQ, FTW, FYI, G2G, GF, GG, GL, GR8, GTG, H8, HW, IC, IDC, IDK, ILU, IM, IMO, I W2G, WTF, XOXO, YT?, ZZZ, A/S/L, B4, BBL, BBS, BC, BF, BFF, BRB, BTW, CU, CUL8R, DL, EZ, F2F, FAQ, FTW, FYI, G2G, GF, GG, GL, GR8, GTG, H8, HW THNX, TTYL, TTYS, U2, W/E, W2G, WTF, XOXO, YT?, ZZZ, A/S/L, B4, BBL, BBS, BC, BF, BFF, BRB, BTW, CU, CUL8R, DL, EZ, F2F, FAQ, FTW, FYI, G2G, G POV, PPL, QT, ROTFL, SUX, THX, THNX, TTYL, TTYS, U2, W/E, W2G, WTF, XOXO, YT?, ZZZ, A/S/L, B4, BBL, BBS, BC, BF, BFF, BRB, BTW, CU, CUL8R, D

Agency Identity

Our Vision is Simple

Brand Strategy

22 Loud synchronizes the nature of a brand’s product concept so that it is in harmony with human architecture.

Every great brand has its voice. 22 Loud listens, then magnifies this voice by breaking through the noise of a cluttered society and a saturated market. We call this process the Amplification Equation.

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The Amplification Equation 22 Loud will first consumer benefits.

your brand’s vision to communicate its key

We will your brand promise in a unique and compelling way through traditional, non–traditional and interactive media to ensure exposure and meaningful impressions. Strategic channel planning your brand message. To be loud enough to cut through the clutter of today’s market, we will take your voice and amplify it every step of the way. Integrated promotions will and repeat usage of your brand.

consumer interest and induce trial

Through word of mouth and viral marketing, consumers will the strengths of your brand to others, thus building strong, lasting relationships.

MO, IMHO, JK, L8r, LMAO, LOL, NE1, NM, NMU, NP, n00b, NVM, OIC, OMG, OMFG, PLZ, POV, PPL, QT, ROTFL, SUX, THX, THNX, TTYL, TTYS, U2, W/E, HW, IC, IDC, IDK, ILU, IM, IMO, IMHO, JK, L8r, LMAO, LOL, NE1, NM, NMU, NP, n00b, NVM, OIC, OMG, OMFG, PLZ, POV, PPL, QT, ROTFL, SUX, THX, 2G, GF, GG, GL, GR8, GTG, H8, HW, IC, IDC, IDK, ILU, IM, IMO, IMHO, JK, L8r, LMAO, LOL, NE1, NM, NMU, NP, n00b, NVM, OIC, OMG, OMFG, PLZ, 8R, DL, EZ, F2F, FAQ, FTW, FYI, G2G, GF, GG, GL, GR8, GTG, H8, HW, IC, IDC, IDK, ILU, IM, IMO, IMHO, JK, L8r, LMAO, LOL, NE1, NM, NMU, NP, n00b,

Situational Analysis

Socio–Cultural • Due to immense popularity and powerful consumer reach, Internet advertising dollars are expected to triple over the next four years. • Social networking sites are the latest trend which allow people to share every aspect of their lives and personalities. Currently, MySpace.com accounts for 80% of social networking traffic. • The social function of networking sites compels users to project online personalities that are true extensions of themselves. Currently, social networks reach 45% of all Internet users. • Consumers spend a relatively small share (7.5%) of their time online visiting social networking sites: 42% is spent on content sites; 28% on communication sites; 16% on commerce sites; 5% on search sites. • Over half of 18-24 year olds report visiting social networking sites daily.

Technological • 71% of people in America use the Internet, as do 20% of people worldwide. • Text messaging has changed the way people communicate. Over 18.5 billion text messages are sent each month. • Cell phones, computers and music players are merging into single devices. These “smart phones” allow people to watch videos, read emails, send text messages, play songs and more. • By the end of 2012, experts predict that 950 million people worldwide will access social networking sites via their mobile devices. • Among 18–24 year olds, the most popular websites, such as YouTube.com, host user–generated content.

ACCOUNTPLANNING

Situational Analysis

Political/Regulatory •

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1985

Internet stalking of minors has become a major concern for both parents and lawmakers. New York State lawmakers are attempting to pass a new bill, E–Stop, to prevent sex offenders from being able to contact minors through social networking sites. Similar bills are being considered in a dozen other states.

2006

Bill 49, introduced by the U.S. Senate in January, would require libraries and schools receiving federal funding to block access to social networking sites including blogs. 76% of our survey respondents indicated that blocking people is the most important security feature in a social networking site. 70% said the ability to limit access to their profiles is ideal.

2008

1999

YEARS

AGO

Internal •

AOL is a global communications company that has continuously evolved for over 30 years to better fulfill the needs of its customers.

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AIM was first released as a downloadable chat client in 1999 to “serve the world’s largest and most engaged community,” and has naturally progressed into the social networking arena.

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In May 2006, AIM Pages was released. AIM Pro was released later that year to better equip offices to remain in constant contact and create a more cohesive workspace.

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AOL purchased social networking Bebo.com in 2008.

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Rumors continue to surface regarding Time Warner spinning off from AOL.

Competitor Analysis

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A popular instant message aggregator; allows users access to AIM, Yahoo!, Google Talk and MSN buddy lists.

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1.3 million unique visitors every month.

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80 million instant messages sent daily.

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Widgets, like Meebo Rooms, draw 6.3 million users per month, accounting for 84% of Meebo.com traffic.

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Meebo Rooms allow embedding of video clips in chat windows.

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Windows Live Messenger is MSN’s instant messaging system, which allows users to challenge their chat partner to various games within the chat window.

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Yahoo! and MSN server–to–server interoperability instant messaging rivals the size of the AIM network.

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MSN Groups has over 400 interest categories, with 10 million unique visitors per month. They provide 3MB of storage space for documents.

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Ability to be integrated with Microsoft’s Xbox Live Internet Gaming Service allows users to arrange gaming sessions and chat simultaneously.

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67 million active users and 100,000 registrations per day.

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Facebook Platform allows programmers to create and launch their own applications for users to add to their pages.

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Upwards of 40 million unique visitors per month.

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100 million site visitors per day.

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Top photo sharing site, with 4.1 billion pictures uploaded.

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Yahoo! Messenger allows for integration of Flickr accounts and offers the ability to view maps, photos and videos inside the chat window.

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Yahoo! Messenger users can chat via text, voice or video chatting. This includes a VoIP service that allows users to call landline telephones without leaving the application.

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Yahoo! Groups has grown into a large traffic–generating site. It is in the Top 5 page–view generating sites across the Yahoo! network.

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Yahoo! 360° is a new social networking site that integrates pictures, blogs and networking.

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Most popular website in the U.S. based on page views.

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MySpace Blogs has 16 million unique viewers.

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109 million registered users and 50 million unique monthly visitors.

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MySpace Music allows bands to create profile pages and stream music.

SWOT Analysis

Strengths

Weaknesses

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Largest share of the instant messenger market (80%).

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Losing users to dominant social networking sites.

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Numerous social media, messaging and networking options that are centered around AIM screen names.

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Difficult to navigate the various AIM applications.

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Products under the AIM umbrella have inconsistent identities.

Strongly established name that became popular when households began subscribing to ISPs like AOL.

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Lacks an all–encompassing hub where users can launch all communication applications.

Strong brand recognition associated with terms like “Buddy List” and “Instant Message.”

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Relies on advertisements placed strictly within the messaging service.

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Many 18–24 year olds only recognize AIM as an instant messaging service and are not aware of its other social media options

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Opportunities

Threats

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Potential to offer a revolutionary integration of web platforms and services.

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Competitors such as MySpace.com have recently added an external instant messaging application.

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Ability to introduce existing loyal users of AIM to other AIM social media products.

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Most 18–24 year olds are loyal to the top social networking and media sites.

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Collaborations with companies under the Time Warner umbrella could enhance the brand and drive traffic.

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Growing public and legislative concern over issues of Internet privacy, predatory stalking, etc.

Research Methods

7 At 22 Loud, we rely on rigorous research methodology to uncover insights about our target market. Our creative strategy is supported by these insights, yielding communications that are meaningful, compelling and stimulating.

Primary Research Results Online Activity 0. 8

To better understand the 18–24 year old market, we explored an array of secondary resources including the U.S. Census, Simmons Market Research Bureau, trends and industry reports, various industry publications and news articles. As members of this demographic ourselves, we took a step back to analyze our own behaviors, recognizing our intrinsic understanding of the product and the target’s mind-set. For an even deeper understanding of our target market’s world, we talked to them directly. Our primary research methods included the following:

Online Surveys

Personal Interviews

33 Questions More than 600 respondents

15 one–on–one interviews Performed in–person and online

0. 7

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F emales Males

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0. 2

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0 E -mail

S ocial Networking

S hopping

News

Mus ic

B logs /MB

AOL Product Usage and Awareness 100%

90%

80%

70%

Focus Groups

Naturalistic Observation

20 Participants Two 90–minute focus groups

Study of how the target uses AIM at home, school and work.

60%

50%

Awarenes s Us age

40%

30%

20%

10%

0% AIM

IC Q

P eople C onnection

AIM P rofiles

Us erplane

AIM C hat

AOL Journals

AIM G roups

Primary Market: Women 18–24

“I believe in my own self–worth.”

“The world revolves around me.”

“I want to leave my mark on the world.”

“I want to work to live, not live to work.” “I like to be entertained and catered to.” AIM suggested a target market consisting of men and women 18–24. These are the Gen–Wireds. They link to 150 and 250 friends on their social network sites. Brands have to make their traditional advertising and web designs work so this target says, “that’s cool” and tells their friends. Gen–Wireds are entrepreneurial, optimistic and socially engaged. Their icons are Angelina Jolie and Steve Jobs. They need to be connected to their friends and families at all times and, like just about everything else in their lives, they do it online.

Analysis

Gen–Wireds

Reach Me If You Can

Our research has lead us to focus exclusively on women 18–24. 71% of young women are Internet users, and they spend significantly more time online than men. These women are über–networkers. They account for 17% of all users on social networking sites, while men in the same age category account for only 12%. The average female IM user spends 433 minutes per month instant messaging versus just 366 for men. Young females are the prime drivers behind the enthusiastic uptake of social networking and are the perfect target market for AIM. They are multi–taskers who love to stay connected with their friends and family while also staying tuned in to important social matters. These women frame their online experience with greater emphasis on strengthening personal connections. Social networking helps satisfy these desires. Each day, female Internet users spend 15 minutes updating their profiles and visiting other people’s profiles. Moreover, 22 Loud is confident that these women will pull in the male 18–24 year old: where women lead, men will follow.

Justification

Secondary Markets: Hispanics & LGBT

Hispanic Analysis Hispanics amount to 14% of the U.S. population: 44.2 million people. By 2020, this number is expected to grow to 70 million. 15% of Hispanics are 18–24 years old, compared to 10% of non–Hispanics. We have chosen to target the bicultural Hispanics who comprise 53% of this market; they are generally bilingual, and their purchasing habits mirror those of the general market. They are leaders in the adoption of new technology. With 18 million actively online, Hispanic usage of digital media over–indexes that of the non– Hispanic population. More than 75% of 18–24 year old, bicultural Hispanics are online. They are more likely than the general public to use social media to share experiences and opinions and connect to their community. 68% use IM; 63% share photos online; 52% read or post to blogs; 43% visit social networking sites; 40% use VoIP; and 28% use chat rooms and message boards. Hispanic youth are more likely to prefer targeted media messages to be in English rather than Spanish. Themes that resonate with them include family, music and sports.

Lesbian, Gay, Bisexual and Transgender (LGBT) Analysis In 2007, there were an estimated 12 million adult lesbian, gay, bisexual and transgender (LGBT) Internet users in the U.S., 75% of whom classify themselves as heavy users. Gays and lesbians 18–24 have shown their need to build and maintain a major presence on the web, which translates directly into significant market opportunities. Social networks appear to be second nature for the gay and lesbian consumer. The percentage of LGBT using social media and blogs greatly outweighs that of heterosexuals. LGBT spend an average of 13% more time online and 24% of them use blogs compared to 12% of the general population. In fact, over one in three LGBT adults (36%) visit their favorite blogs every day, while only 19% of heterosexuals do so. LGBT adults respond favorably to companies that directly address them or support LGBT causes and are more likely to switch to such products or services. The LGBT market is a vital audience.

Product Development & Recommendations

AIM Dashboard Designing compelling advertising and websites for Gen-Wireds requires more than considering page furniture and font size. These venues have to provide our target with a platform for self-expression and creativity. Currently, AIM Dashboard launches when users sign onto the AIM messenger. In order to increase usage and awareness for all of AIM’s social media products, we have redesigned this page. Our AIM Dashboard will increase general awareness by exposing AIM users to the complete lineup of AIM products. Primary research has indicated our targets’ dissatisfaction with clutter on our competitors’ websites. Our design is clean and simple.

Internal Pages Homepage – personalized homepage tailored to each individual’s most used and popular sections (e.g., buddy updates, latest photo updates, most active AIM groups, etc.). Profile – customizable two–column layout with optional templates that allow users to showcase their personalities. Connection – offers a streamlined drop–down menu of all other AIM products (e.g,, message boards, blogs, pictures, videos, etc.). Messages – leads to a drop–down menu bringing users to AIM email, friend requests, message board threads and group messages. Networks – enables users to join communities based on their lifestyles, location, schools, jobs, etc. Bottom Navigation Panel – consistently appears on every page so that users can easily link to all AIM products from anywhere on Dashboard.

Big Idea

beyond the send AIM empowers you to develop and maintain your meaningful relationships.

Creative Strategy

Art Direction

Copy Rationale

Our campaign is tailored to reflect the personal stories of our target audience. Our research suggests that 18–24 year olds tend to disregard advertisements that do not pertain to their individual experiences. Taking this into consideration, our campaign focuses on emotional narratives indicative of our target. This capitalizes on their “me–centric” attitudes.

The creative design is simple and clean. Black and white images represent snapshots from the stories told in the body copy. Each advertisement features a single colored element that represents the emotional charge generated through the AIM experience. Key words are highlighted to drive the reader’s attention to the copy, headline and then to the AIM signature.

The copy in each advertisement features an AIM user telling his or her story. By using short phrases and a conversational style, these ads will resonate with our audience. Headlines highlight a specific, relatable emotion resulting from an interaction with AIM media. Body copy is simple and to the point, allowing our audience to create their own emotional response. Readers are then invited to visit our viral website beyondthesend.com.

CREATIVEDIRECTION

Teaser Executions 12

BeyondTheSend.com Teaser Teaser billboards will feature short phrases about emotions to spark interest in and drive traffic to beyondthesend.com. The television teaser is consistent with our IMC tactic of using branded hand stamps for admission to venues such as concerts and clubs.

The Stamp :15

WS: Girl lying on couch, head resting on hand. She wakes up. AUD: Fade in hip music.

CU: Stamp reads moc.dnesehtdnoyeb.www Puzzled face. AUD: Fade out hip music.

MS: She looks in the mirror to read stamp on her face. It reads www.beyondthesend.com

OL: Call to action: www.beyondthesend.com

Viral Website 13

BeyondtheSend.com When users land at beyondthesend.com, they will be prompted to enter their name and gender into their “Beyond Pass.” This will give them access to the main lobby of the “AIM Labs” (1). Users will experience every aspect from a first person perspective. The lobby leads to one of two rooms – the Relationship Engineering Lab (2) or the Research & Development Room (3).

Viral Website

Relationship Engineering The Relationship Engineering Lab will allow users to mix vials of colored “emotions” to represent specific relationships (parent, friend, significant other, etc.). For example: for a relationship with her mother, a daughter may mix 70% love, 20% frustration and 10% embarrassment. Once the potion is finished, it will be poured into a cauldron and the user is presented with a personal “EmotiCard” (pictured top left), an animated, visual representation of the relationship. The features of the illustration will change based on the ratios of emotions. The back of the card (bottom left) will have relationshipbuilding suggestions such as movies to watch and bands to listen to. The EmotiCard can be emailed, but the sender and recipient must be registered users of AIM Dashboard to view it.

Research and Development In the R&D room, users will be able to view and post pictures, videos and stories, as well as participate in our IMC promotions (pictured in right column). The R&D room will feature a section where users can upload pictures, along with their own AIM–related stories. These stories and media will be judged in our IMC contests. To post content or enter contests, users will need to have active AIM Dashboard accounts.

Print Executions

I met this guy last night. We kissed. Well, I kissed him. But today he IM’ed me.

My boss had a party at his house last night. Sarah had a camera. Needless to say, I untagged myself.

ANTICIPATION We’re going out tonight. beyondthesend.com m

EMBARRASSMENT I’ll be calling in sick on Monday.

beyondthesend.com m

Print Executions

I HATE WHEN PEOPLE WRITE IN ALL CAPS WHEN THEY’RE TALKING ON AIM. MY DAD DOES IT A LOT. I DON’T THINK HE REALIZES YOU CAN TURN THAT OFF.

ANNOYANCE But I’ll always be his little girl.

beyondthesend.com m

LOL isn’t really my IM style. When I’m really laughing out loud, I write, “I’m literally laughing out loud.” Takes longer to type. But it’s worth it.

GLEE

Laughing so hard I had to BRB.

beyondthesend.com m

Secondary Market Print Executions

LGBT

Hispanic

I left her a profile message. It said, “red shirt, white purse, cute smile.” At first, I didn’t think she was going to come. But secretly I hoped she would.

Tuesday was my cousin Maria’s Quinceañera, but I wore the crown.Definitely profile picture material.

DESIRE We really hit it off.

beyondthesend.com m

CAREFREE

Dance like everybody’s watching.

beyondthesend.com m

TV Commercial #1

AIM Gym :15

WS: Three guys lift weights at gym. AUD: Fade in hip music.

WS: One guy notices attractive girl working out near him. He is too shy to approach her.

MS: His friends encourage him to talk to her. AUD: “Go talk to her.” He is unsure.

WS: Shy guy makes his way over to the girl and stands awkwardly. AUD (male): “So, what’s your screen name?”

Quick cut to the word “CONFIDENCE” over black, then fade into www.beyondthesend.com with AIM logo.

MS: Shy guy triumphantly holds up a piece of paper with her screen name. AUD: Fade out hip music.

TV Commercial #2

Bring Back Chat :15

WS: Protesters parade around a coffee shop. People quietly working on laptops look confused. AUD: Fade in hip music.

MS: Head protester explaining her mantra to the camera. AUD: “I’m bringing back chat rooms! Where A/S/L is king!”

MS: Protester holding his sign close to one of the people on the laptops. AUD: “Where everyone has the freedom of send!”

MS: Head protester off to the side. AUD: “Mark my words! Chat’s coming back!”

Cut to the word “DEVOTION” over black, then fade into www.beyondthesend.com and AIM logo.

WS: People with laptops walk away. Protesters yell after them. AUD: “That person has left the chat room!” Fade out hip music.

Schedule & Budget Overview

Budget Breakdown

IMC Goal

Brand Integration

Our IMC strategy utilizes a variety of promotions and partnerships to reach our target in unique and personal ways. Its support of our creative messages will strengthen users’ attention to AIM. We will increase awareness and usage of AIM and its other social media products.

Total Cost

The Office Gossip Girls

$1,550,000 $1,952,000 $3,502,000

Contests and Sweepstakes Sha(RED) Emotions Contest "Are You Available?" Sweepstakes Total Cost

$19,300 $81,000 $100,300

Teaser Support Campaign Teaser Trail AIM Frame Ink-Link Total Cost

IMC Flow Chart Sept.

Oct.

Nov.

Awareness PR

Dec.

Sky-High Expressions Viral

$55,800 $9,000 $60,000 $124,800

Sha(RED)

Jan.

Feb.

March

April

May

June July

Aug.

Sky-High at Spring Break, “Spoons & Tunes,” 12 KMAs, Turner Stadium Are You Available? Sweepstakes

Mixed Emotions Release

“AIM Presents: Spoons & Tunes”

Gossip Girl Product Placement

Gossip Girl Star Chat

The Office Product Placement

The Office Webisodes Laugh Out Lounge at Spring Break, “Spoons & Tunes,” Music Festivals

Sky High Expressions Laugh Out Lounges Tokens of Our Affection Total Cost

$2,064,000 $50,000 $119,000 $2,233,000

Ben & Jerry's Partnership Food That Makes You Feel Good

$780,000

Desktop Widget AIM Glove Box Overall Cost

$10,000 $6,750,100

INTEGRATEDMARKETING

Teaser Support

21 Our IMC teaser campaign will support the corresponding beyondthesend.com television and billboard teaser campaign. These enticing tactics will stimulate user curiosity while generating media publicity and driving traffic. It will run throughout the 12 KMA cities (pg. 26) September 1 – 30.

Objectives

Teaser Trail Painted water–soluble footprints will be stamped in high–traffic pedestrian areas such as sidewalks, subway platforms and shopping malls. The footprints will end abruptly with a message reading, “See where everyone’s going... beyondthesend.com.”

AIM Frame Polaroid photographs featuring pictures in the same style as our print campaign will be strategically “dropped” throughout high– traffic areas such coffee shops, college campuses and car windshields. “beyondthesend.com” will be written on the bottom of the photographs.

Ink–Link Hand stamps reading “beyondthesend.com” will be used as an admission stamp to concerts, bars, nightclubs and other venues frequented by our target market.

www.beyondthesend.com

Brand Integration

Objectives

AIM will utilize brand integration during the 2008–2009 season on the television shows The Office (NBC) and Gossip Girl (The CW). These executions will increase awareness of and positive attitude towards AIM, encourage users to join the AIM community to gain access to exclusive content and explore other sections of AIM Dashboard.

The Office

Gossip Girl

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AIM Messenger will be featured as the preferred chat client of characters and integrated into storylines of certain episodes.

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AIM Messenger and AIM Mobile will be used by the characters on this shows.

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AIM will sponsor online episodes of The Office on NBC.com.

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The Office characters will have their own profiles on AIM Dashboard.

Viewers can opt–in to receive exclusive Gossip Girl gossip through AIM products by joining the AIM Group “Gossip Girl.”

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A viral video will be filmed featuring characters’ inter–office messaging mishaps. The video will launch during the first two months of the television season, beginning in October.

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Stars of the show will be available to chat with fans on AIM Dashboard chat rooms following the first four episodes of the season.

Sweepstakes & Contest

“Are You Available?” Sweepstakes

Sha(RED) Emotion Contest

To stimulate both AIM Instant Messaging and AIM Dashboard usage, we will create and sponsor an online sweepstakes, “Are You Available?” This sweepstakes will run January through March.

Beyondthesend.com will feature a section where users can enter the “Sha(RED) Emotions” contest. This will persuade new users to register on AIM Dashboard while simultaneously reinforcing the emotional appeal of our traditional advertising campaign. The contest will start on September 15th and run for a total of eight weeks.

Objectives

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To enter the sweepstakes, users will be required to opt–in on AIM Dashboard with their AIM screen name.

Objectives

• •

AIM will send IMs containing a promotional code to all contest participants currently online at random times throughout the week. •

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Recipients of this message must go to AIM Dashboard and enter their promotional code within one hour of receiving the message. This will enter the AIM user into a weekly drawing.

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One weekly winner will be randomly chosen from this pool and receive a $500 American Express (RED) gift card.

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All weekly winners will be automatically entered into a grand prize drawing to win four round-trip tickets and VIP backstage passes to the set of their favorite CW network show.

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This sweepstakes will be promoted on AIM Glove Box, Mixed Emotions pints (page 24) and during spring break promotions.

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Contest submissions will be based on four different emotional themes: curiosity, courage, surprise and joy. They will rotate every two weeks. Users submit videos, pictures and stories that exemplify the selected emotion. In order to submit content, users must be registered members of AIM Dashboard. Content will be uploaded to beyondthesend.com for review. Participants can click on submissions to vote, which will redirect them to AIM Dashboard, where the actual voting will occur. Every two weeks, winners will be announced for each submission category. Each of the 12 winners will receive a Dell (RED) campaign laptop, capitalizing on AIM’s existing partnership with (RED). At the end of the contest period, all 12 winners will be entered into a grand prize drawing to win four round-trip plane tickets and VIP passes to AIM’s co–sponsored music festival (see page 24).

Ben & Jerry’s Partnership

Desktop Widget

24 AIM will enter into a partnership with Ben & Jerry’s, an international ice cream company with a youthful appeal and well–recognized name. This year–long campaign will increase awareness for both companies and add positive value through popular events and concerns relevant to our target market.

Objectives

Food That Makes You FEEL Good •

Ben & Jerry’s will create a limited–edition, AIM– inspired ice cream flavor called “Mixed Emotions.”

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The flavor will be unveiled in October and available to consumers throughout the year in Ben & Jerry’s Scoop Shops and retail locations. POP signage will support retail placements.

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AIM Dashboard will offer an opt–in coupon program for discounts on Ben & Jerry’s products. Coupons will be sent via AIM Mobile to user cell phones for immediate redemption.

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“AIM Presents: Spoons and Tunes,” a three–day music festival sponsored by AIM and Ben & Jerry’s. It will be held in San Francisco during April, in support of Gay Pride Month.

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Popular Ben & Jerry’s partners Dave Matthews Band and Guster will headline the show. The concert will also feature other national and local artists.

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Members of AIM Dashboard will be allowed to log into AIM videos to watch exclusive streaming live video from the concert. Non–members will be required to sign up for a Dashboard membership before having access to the material.

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Through this partnership, AIM will support and raise awareness for Ben & Jerry’s “Lick Global Warming” campaign by matching 10% of the profits from the sale of Mixed Emotions ice cream.

AIM Glove Box To attract new users to register for AIM Dashboard and create profiles, AIM will release its widget, “Glove Box,” for Windows Vista and Apple’s Dashboard at the start of the campaign. This widget will consist of a log–in page, followed by a mini profile featuring the user’s friend requests, invites, messages and profile picture. This will allow users a convenient starting point to check their current Dashboard activity on their desktop before launching their Internet browser. This widget will also be available to post on other social media pages, such as blogs, journals and iGoogle. Users can download the widget from AIM Dashboard and beyondthesend.com.

Awareness PR

Sky–High Expressions To increase visibility and promote usage of AIM Mobile, AIM will sponsor a branded blimp featuring an interactive Jumbotron screen. Spectators will be prompted to use AIM Mobile to send personalized messages that may be displayed on the screen. This will encourage user interaction with the AIM brand and stimulate word of mouth discussion due to its uniqueness. •

•

The blimp will tour our KMA cities, one week per city, September through November and July through August. The blimp will fly during February and March at popular spring break locations and will fly at “AIM Presents: Spoons and Tunes” in April. The blimp will also fly at Turner Field in May through June during peak weeks of Atlanta Braves home games.

Laugh Out Lounges

Tokens of Our Affection

To encourage favorable brand image, AIM will sponsor “Laugh Out Lounges” at popular music festivals and spring break locations. These tents will be air–conditioned retreats that feature our AIM Photobooths, branded merchandise and refreshments.

AIM will provide branded merchandise in all AIM Lounges. The high pass–along value of branded merchandise will increase both awareness and visibility. •

Sticky notes in the shape of AIM chat windows.

In AIM Photobooths, users will be able to take pictures with friends that can later be accessed on AIM Dashboard with a provided access code. Participants will also be able to send the pictures taken to their mobile phones through AIM Mobile.

•

Teaser campaign T–shirts: “Emotions make you feel stuff.”

•

AIM logo shaped stress balls.

•

AIM logo drawstring bags.

•

Branded M&Ms featuring popular chat abbreviations and the AIM logo.

•

Lounges will be placed at popular spring break locations such as Miami Beach, Daytona Beach, South Padre Island and Panama City.

•

Lounges will be set up in multiple spots at “AIM Presents: Spoons and Tunes.”

•

Lounges will also be featured at the popular music festivals Bonnaroo, South by Southwest, Coachella and Lollapalooza.

www.beyondthesend.com

Emotions make you feel stuff

Media Overview

Media Goal

Budget Summary Online $2,446,500 8%

To employ traditional, non–traditional and guerilla media to assist in the formation of lasting relationships between AIM and our target market.

Production $1,500,000 5%

Cinema $1,000,000 3%

OOH $6,914,823 23%

TV $4,186,000 14%

Print $7,246,642 24% IMC $6,700,600 23%

Media Objectives

Media Strategies

•

To reach 18–24 year olds in a personal and engaging manner.

•

To launch a one–year national campaign, beginning on September 1, 2008.

Employ diverse media vehicles that reflect our targets’ attitudes, lifestyles and interests.

•

Launch teaser campaign on television, out–of–home and online.

•

To achieve an overall effective reach of 80% of our target audience.

•

Implement strong schedule utilizing television, print, out–of–home and online media to support our creative strategy and IMC plan.

• •

To obtain an effective frequency of seven.

•

To build a strong and enduring relationship between the consumer and AIM that will encourage brand loyalty, increase usage and promote positive word of mouth.

Additional media weight will be devoted to 12 KMAs: Atlanta, Boston, Chicago, Houston, Los Angeles, Miami, New York, Philadelphia, San Diego, San Francisco, Seattle and Washington D.C. These cities have the highest concentration of 18–24 year olds, Hispanic and LGBT populations.

•

Media executions will be placed using a pulsing schedule with a heavy up during the teaser phase, the December holiday season, spring break and the conclusion of the campaign.

MEDIAPLANNING

Online Media

Internet

Streaming Television

Internet is the preferred source of information for our target market. Four out of ten 18–34 year olds spend over three hours daily on the Internet. When online, 18–24 year olds spend over 10% of their time watching video.

Our online campaign will extend to streaming television since one–third of people ages 18–24 use official network’s websites.

To generate initial traffic to beyondthesend.com, we will place banner ads on the following sites: YouTube.com: 33% of 18–24 year olds use YouTube and spend on average 13.5 minutes at the site. YouTube has over 68 million unique visitors each month. 45% of Hispanic 18–24 year olds use this site. CNN.com: 13% of 18–24 year olds use CNN. Users spend a total of 47 minutes at the site with an average of 19 pages per person. 14% of Hispanic 18–24 year olds use this site. Weather.com: 21% of 18–24 year olds spend an average of 8 minutes per visit at this site. Photobucket.com: 16% of 18–24 year olds spend an average of 6 minutes per visit. 25% of Hispanic 18–24 year olds use this site. Amazon.com: 32% of females 18–24 use this site. Visitors spend an average of 70 minutes per visit. Advocate.com: 22% of 18–24 year old gays and lesbians use this site.

62% of our target have viewed a full–length episode. They are also more favorably disposed to advertising on those sites. 60% say that sponsorship of an entire episode would increase their consideration of a brand. We have selected the following shows for 15–second commercials: “Greek”: ABC Family’s number one show in the 18–24 demographic and most watched original series. Viewers are very engaged with this site, which is considered to be one of the stickiest on the ABC Family domain. “Gossip Girl”: The CW’s newest hit drama is consistently popular with women 18–24. Currently ranking second in this demographic. “The Hills”: Hills”: The most watched original cable series in 2007 among ages 12–34. The show has a strong online following, with 600,000 unique visitors per week and over 1.8 million views through the MTV.com player.

“CSI: Miami”: Helped CBS bring in the 18–49 demographic, garnering nearly 19 million viewers per episode. The show has a Hispanic appeal since one of the main characters is Cuban and another is bilingual. “Lost”: A consistent hit with the 18–34 demographic, ABC is also streaming every episode of “Lost,” beginning with Season 1. “Kyle XY”: One of ABC Family’s signature shows. Each season, the size of the audience is increasing among both genders. “Ugly Betty”: One of the most popular shows among women 18–24 and Hispanics. It features guest stars popular among the younger demographic, such as Victoria Beckham.

Traditional Media

Television We will place 15–second commercials in the four most popular shows among 18–24 year olds: Ugly Betty, Kyle XY, Project Runway and The Hills. The Emmy–nominated “Project Runway” holds the record for Bravo’s most watched broadcast ever. The series’ most recent cycle claimed a 10% increase in adults 18–49. A major benefit of television is that Hispanics spend more time with it than any other medium, averaging 17.5 hours per week. For this reason, it is a key touchpoint with our secondary target.

Magazines Consumer magazines manage to keep the attention of 18–24 year olds long enough to drive an above average active response rate of 55%, as opposed to an average for all ages of 45% Since 32% of Cosmo readers are women ages 18–24, it is the perfect vehicle to reach our target with ads surrounded by stories covering fashion, relationships, careers and style

Reaches the young, influential, bicultural women. 27% of its readers are ages 18–24. The Spanish-language version of People reaches 863,880 Hispanic women ages 18–24 per month. Nation’s largest soccer and Spanish language sports publication.

Each month, this publication inspires and empowers 12 million modern, stylish female readers. Dominates the young women’s market. 50% of its readers are 18–24, and it reaches nearly one million young Hispanics. A cultural force defining celebrity, driving conversation and inspiring action. 37% of women ages 18–24 read the magazine. 69% of People’s readers are women.

The only national magazine dedicated solely to the needs and interests of young gay men. The average age of XY readers is 21 years, 74% of readers between the ages of 16–24. Nation’s best–selling lesbian magazine. It offers a fresh, cutting–edge look at the worlds of entertainment, politics, fashion, travel and sports – all from a lesbian perspective.

Traditional Media

College Newspapers Half of 18–24 year olds are currently enrolled in a college or university. 77% of undergraduates read the print edition of their college newspapers at least once per month, and 44% read it two or more. The school with the highest newspaper readership was chosen in each of our KMAs in order to reach the elusive college demographic.

Cinema

Out–of–Home Standard 30–sheet billboards will yield high reach and frequency, as 96% of Americans say they have traveled in a vehicle either as a driver or a passenger in the past week. Moreover, heavy commuters are far more likely to be Internet users (83%) compared to the national average (68%). 20% of people who use public transportation are ages 18–24, and 59% of Americans who use public transportation report noticing transit advertising. In light of these statistics, we will employ bus shelter and subway platform advertising. “Station domination” (pictured above) will also be utilized in our KMAs. Our out–of–home executions will also reach pedestrians. The average number of miles walked each week is highest among 18–24 year olds (7.8 miles compared to a national average of 6.1 miles). 78% of young pedestrians use the Internet, versus the U.S. average of 70%.

During the early stages of our campaign we will use cinema pre–rolls as a way of raising awareness and generating traffic to our viral site. Cinema advertising provides a way to connect with young, active, influential consumers while they are highly attentive and engaged. 67% of persons 18–24 have been to the movies in the last month. We have chosen the movies “Management” starring Jennifer Aniston, which will be released in September, and “Harry Potter and the Half Blood Prince” to be released in November.

Flow Chart

September '08 October'08 Magazine Cosmopolitan Glamour Seventeen People Latina People en Espa単ol Futbol Mundial XY Curve College Newspapers

November'08 December'08

January'09

February'09

March'09 Print

April'09

May'09

June'09

July'09

August'09

Total Executions

Cost

Total

7 6 6 13 6 6 6 6 7 10 73

$ $ $ $ $ $ $ $ $ $ $

1,572,880 1,039,884 643,650 2,883,750 237,072 359,584 284,622 40,578 53,916 130,706 7,246,642

Total

420 231 184 10 845

$ $ $ $ $

2,783,725 1,231,223 1,203,875 1,696,000 6,914,823

Total

23 23 23 23 92

$ $ $ $ $

3,427,000 276,000 115,000 368,000 4,186,000

1,515,000

1,279,500

1,200,000 4,200,000 4,800,000 1,200,000 4,200,000 1,200,000 1,800,000 20,115,000

$ $ $ $ $ $ $ $

42,000 315,000 384,000 42,000 294,000 36,000 54,000 2,446,500

450,000

4th Cover 4th Cover 4th Cover 4th 4th Cover 4th Cover 4th Cover 4th Cover

Out of Home Billboards Bus Shelter Subway Station Domination Television Ugly Betty Kyle XY Project Runway The Hills Online Banner ads Streaming TV Greek Lost CSI: Miami Kyle XY Ugly Betty The Hills Gossip Girl

100,000 350,000 400,000 100,000 350,000 100,000 150,000

100,000 350,000 400,000 100,000 350,000 100,000 150,000 Total

Cinema Pre-Roll Management Harry Potter and the Half-Blood Prince Total Total

$ 550,000 $ 1,000,000 $ 21,793,965

Campaign Evaluation

Evaluation Objective: Increase trial and drive usage of AIM products by 15%. Each month we will track the effectiveness of the campaign by collecting unique visitor and page view data for AIM Messenger, AIM Profiles, AIM Dashboard and beyondthesend.com.

Objective: Bridge the gap between AIM Messenger and AIM Social Media. Unique visitors to the AIM Messenger application will be measured monthly against unique visitors to the AIM Dashboard site. Transitional use between the AIM Messenger and AIM Dashboard applications will also be tracked. The popularity of AIM Chat, AIM Profile, AIM Blogs and other AIM brand applications will be measured through page views as well as time spent online.

Campaign Evaluation with 22Loud Month

Brand Awareness

.4%

1.2%

3.6%

1.5%

November

.6%

.9%

December

.4%

1.6%

January

.4%

1.4%

1.6%

.6%

1.1%

September October

February March April

2.6%

May

.6%

1.1%

June

.9%

1.2%

July

.9%

1.2%

August

.4%

1.6%

13.0%

15.4%

Objective: Increase AIM brand awareness. Increased brand awareness will be tracked through page views of beyondthesend.com and AIM Dashboard. Because many AIM Messenger users currently have no knowledge of the other AIM products, we will monitor transitional rates of IM users to the AIM social media suite. Public relations buzz will also be measured to determine awareness level gains from our “AIM Presents: Spoons and Tunes” concert and other IMC tactics.

Usage

Each month, different brand awareness, trial and usage benchmarks are set based on our mainstream advertising frequency and IMC events. Progressive monthly growth will increase brand visibility and help AIM reach its goals.

Account Executives Jaqcqueline DiMaria Kristy Mitchell

Account Planning

Creative

Yana Topalova, Director Rachael Brown Eric D’Aprile Casey Gardner Amy Harris Ian Kaczer Kristy Mitchell Rachel Steiner Stephanie Sharkey Stefana Vutova

Nikolay Mihaylov, Art Director Marci Buehler, Copywriter Jacqueline DiMaria Kate Edgerton Peter Goodyear–Ward Lauren Hathaway Ian Kaczer CJ Knowles

Media

IMC

Stefana Vutova, Director Carrie Buchwalter Eric D’Aprile Lauren Hathaway Megan Krzyske Yana Topalova

Casey Degon, Director Rachael Brown Marci Buehler Heather Cohen Casey Gardner Peter Goodyear–Ward Amy Harris Jovanna Hart Kristy Mitchell Stephanie Sharkey

Production CJ Knowles, Director Carrie Buchwalter Heather Cohen Jacqueline DiMaria Kate Edgerton Jovanna Hart Megan Krzyske Nikolay Mihaylov

Advisor Scott R. Hamula

Dedicated to the memory of Howard Cogan. Ad Lab creator, teacher and friend. 1929–2008

Special Thanks To: Adam Peruta, Kim Gregson, Bulgaria, Rebecca Palmese, IC Print Shop and Duplication Services, Gnoman Copy, Getty Images, Ithaca Beer Company and the Easy Button.

Getty Image Credits: 200489625–001/VincentLeePrince/courtesy of Getty Images sb10062621u–017/BrookeSlezak/courtesy of Getty Images sb10065235ab–001/AndersonRoss/courtesy of Getty Images sb1006496b–001/PaulViant/courtesy of Getty Images 200112616–007/BetsieVanderMeer/courtesy of Getty Images