AIM: Mail Launch
AOL Instant Messenger (AIM) users were notorious for their creative usernames. When AIM was ready to launch its email service, they targeted this existing audience of users.
We created seven AIM-using characters and brought them to life through wild postings, web videos, email auto-replies, blogs, and Instant Messenger auto-replies. We directed people to a microsite where they could read the characters’ blogs, learn about AIM Mail features, and sign up for their own AIM Mail account.