We are Chariot, a communications company that propels brands with high-impact marketing solutions. We act as the vehicle, turning goals into reality and ideas into market share. We will guide you on the journey to brand leadership. Sit back and enjoy the ride.

1

EXECUTIVESUMMARY

EXEC

UTIVE

SUMMARY

Chariot has identified our target as Digital Natives, a group of 18-24 year olds that grew up with AIM as a tool for connecting with their peers; it was their communication lifeline. Constant connection to friends continues to be essential for Digital Natives. As Digital Natives live in a world of ever-evolving communication and social networking, they demand new and exciting communication alternatives. However, they perceive that the AIM brand has remained static since it was initially released in 1999. While Digital Natives still frequent the AIM client, they do so because their friends are there, not because of a strong brand preference. Digital Natives are moving on with their lives and they believe AIM has not moved on with them.

Here lies the problem.

Brand loyalty may be lacking now, but we have unearthed two critical findings about Digital Natives. First, they desire innovation and technological convergence of products. Second, they face more personal transitions during the ages of 18 to 24 than at any other time in their lives.

Within Digital Natives we have identified three market segments which represent an outstanding opportunity to significantly build loyalty to and usage of AIM products: Social Seekers, Digital Distributors and Ambitious Advancers. These segments represent 70 percent of the Digital Native usage of social media.

The aforementioned insights are the inspiration for our campaign. However, it is much more than just an advertising campaign. It is an exciting and uplifting set of programs which includes a new positioning for AIM, important product improvements, product and brand consolidation, the creation of a dynamic new product and an exciting communications campaign that returns AIM to its initial leadership position in the online community.

The launching point of the campaign is the positioning of AIM as an important platform for Digital Natives to access and share relevant information – “AIM provides instant sharing of experiences with my most important online communities.” Young people crave sharing of experiences, access to information and access to their peers instantly. We want AIM to be their hub.

Our campaign will be delivered in two phases. The Re-Engage Stage focuses on the convergence and consolidation of the AIM products. An innovative campaign will both announce these improvements and give the brand a needed makeover. AIM's new theme line, “Keep Sharing” expresses the most important reason why Digital Natives engage in social media.

The Continuous Conversion Stage is the next step in helping AIM become relevant within the social networking sphere. This will be accomplished by introducing a new social utility website, cVie; a place Digital Natives can visit to embrace and manage the important transitions in their lives. Powered by AIM, this original social utility will quickly become an invaluable resource for Digital Natives.

Our plan will provide opportunities for Digital Natives to become highly engaged with the campaign. Our executions integrate into the lives of Digital Natives through what we call “connections.” These connections eliminate traditional communication silos. Our product development, advertising, media, public relations, event marketing and cause branding operate together to make AIM an insisted part of their online communities.

We provide AIM with the incredible opportunity to become a relevant and desired tool for Digital Natives. Not only does our campaign give AIM the ability to re-engage current users, it also allows it to continuously evolve with Digital Natives.

WithChariot’scampaign,AIMrevolutionizescommunication.Again.

2

ResearchGetting closely acquainted with the Digital Native market was the first step in developing our plan. The objectives we established for our research were:

• To understand how Digital Natives view AIM and AIM Social Media• Discover how Digital Natives interact with social networks, cell phones, instant messaging and the Internet• Examine how the important values of Digital Natives influence their lives• Determine how online environments represent differing demographics and lifestyles

Secondary

• Created a library of over 500 articles focusing on Digital Natives and the industry• Implemented the “Chariot Pulse Tracker” which monitors websites that are favored by Digital Natives• Monitored blogs about and by Digital Natives and their engagements with social media• Subscribed to and analyzed podcasts to deepen our knowledge of Digital Natives' attitudes towards social media and industry trends

Primary

• Participated in Cultural Convergence Consortium in Cambridge, Massachusetts• Employed projective account planning techniques such as collages, video diaries and brand parties to deepen our understanding of Digital Natives• Conducted 15 focus groups to get a more intimate understanding of how Digital Natives live and engage with social media• Conducted an interactive survey that returned over 1,500 responses in 35 states• Administered a targeted survey to Digital Natives about transitions• Interviewed Lisa Johnson, a leading consultant on Generation Y• Interviewed Dr. Ross MacMillan, an expert on the transitions from adolescence to adulthood• Interviewed Henry Jenkins, head of the New Media Lab at MIT

KeyFindingsChariot has identified the strongest insights from our primary and secondary research. We used these findings to engineer our strategy and creative executions.

Interactionswithsocialmedia

• Digital Natives look for a “custom cocktail” of advice, both professional and personal• Online networks that converge their properties into a simple format are the most successful with Digital Natives• Digital Natives no longer surf the Internet, instead they have a core group of websites they visit on a daily basis• User-generated content remains prominent, but it doesn’t matter where the content comes from as long as it is peer recommended• Digital Natives are demanding more sophisticated technology, but crave intuitive function and simplicity in design

Transitionsfromadolescencetoadulthood

• Digital Natives experience more transitions than any other age group• Digital Natives face more firsts than any other point in their lives• These transitions create anxiety in Digital Natives' lives and are the focus of their concerns

DigitalNatives'perceptionofAIMSocialMedia

• The AIM brand is viewed as adolescent, even though this age group enjoys its utility• Often, users do not realize that products such as Mapquest, MoviePhone and TMZ are part of the AOL and AIM networks

SITUATIONANALYSIS

SITUATIO

NANALYSIS

3

In‐DepthLearning

MIT:CulturalConvergenceConferenceOn November 16th, Chariot team members flew to Cambridge to attend the Culture Convergence Consortium at the Massachusetts Institute of Technology. Hosted by media expert Henry Jenkins, the two-day event explored how the business landscape

is evolving in response to the integration of content and brands, emerging cultural and technological advancements and the increasingly prominent role consumers play in shaping media. Key speakers included representatives from MTV Networks, Yahoo Inc., Naked Communications and the NBC program Heroes.

HenryJenkins:OneofAmerica’smostrespectedmediaanalystsHenry Jenkins is an expert on the collision between old and new media and has authored nine books on media and pop culture. Our interview uncovered seven imperatives to consider when marketing in the environment of cultural convergence.

• Everything is subject to change without notice; everything is perishable • Digital Natives are no longer loyal to specific media channels—it’s all about the content• Digital Natives demand the ability to adjust privacy settings• Digital Natives are living their real lives online, it is not just a fun addition to real life• The creator of content no longer determines the final translation of the message• Entertainment means nothing unless it has relevance to a brand• The media industry is shifting from a monologue to a dialogue—marketers must learn to talk with the Digital Natives, not at them

LisaJohnson:DigitalNativeGuruAfter reading Lisa Johnson’s book Mind Your X’s and Y’s: Satisfying the 10

Cravings of a New Generation of Consumers, we set up an interview with Ms.

Johnson to further discuss her research. She blends captivating case studies of successful and innovative brands with interviews of influential thinkers and Digital Natives to create a list of ten consumer cravings. We discovered four main points to emphasize when marketing to an exclusive group of consumers who are savvy, sophisticated and particular.

• Common Ground: Digital Natives crave the ability to be connected with like-minded people who share similar goals and interests. • Eliminate the Lemons: Digital Natives value the previous experiences of people with similar interests and values for guidance, insight and support. • Co-Create: Digital Natives want to remix branded material and make it their own. • Dynamic Design: Digital Natives are attracted to design that reflects the brand’s unique personality and is consistent among all branded spaces.

Dr.RossMacMillan:ExpertontransitionsfromadolescencetoyoungadulthoodTo gain an academic perspective on the transitions of young adults, we interviewed Professor MacMillan of the Life Course department at theUniversity of Minnesota-Twin Cities. Chariot uncovered three points of emphasis from this interview.

• Digital Natives experience more life transitions than any other age group.• There is no other point in the life cycle where as many as six significant transitions happen in such a relatively short period of time.• Thanks to the broader network of information social media provide, receiving guidance about life’s transitions is no longer limited to advice from a friend-of-a-friend.

SITU

ATIO

NANALY

SIS

4

IndustryAnalysis

MediaConvergence

Trend: The boundary between the Internet and mobility has become blurred. As a result, accessibility and multitasking have become imperative pieces in the online world. Digital Natives not only enjoy, but require the high-tech aspect of having all communication tools in one place. Although only three and one half percent of US mobile subscribers currently access social media with their phones,1 twenty-five percent of Digital Natives said social networking would be a priority, second only to e-mail.2Implication: AIM can spark this wildfire by offering easily accessible and comprehensive mobile tools.

SophisticatedTechnologyMadeSimple

Trend: As social media is becoming more sophisticated, consumers are still demanding user-friendly products with a simple interface. Advances in technology allow more feature-rich products that are more intuitive in function. However, only a few elite brands such as Google and Apple have been able to implement this idea successfully. Implication: AIM must present user-friendly products with sophisticated infrastructures.

RecommendationsRule

Trend: Digital Natives’ strong trust of peer opinions has led to a rise in user-recommended content as the main driver in viral media. Digital Natives value the opinions of friends and peers with similar interests over suggestions from marketers, government and other ambiguous parties. Currently, online content is popular because of consumer referrals and initiates digital distribution through social communities. Implication: AIM must facilitate a forum for the sharing of ideas rather than dictating to Digital Natives what is important.

SurfsDown,Dude

Trend: Digital Natives were not born yesterday. They have grown up with the Internet and do not blindly surf; they browse with a purpose. When Digital Natives encounter an organized website that provides them with instant access to all of their needs, there is little reason to leave. This results in a high stickiness for all-inclusive social networks. Digital Natives depend on just a few sources to complete everyday online tasks. Implication: AIM cannot be one-dimensional. It is imperative to incorporate the features and functions of other AOL and AIM websites to improve stickiness.

CompetitiveAnalysis

SocialNetworks:TheBigTwoAs the leading social networking website in the U.S., MySpace goes beyond just

connecting friends. Through its open network forum users are able to explore undiscovered connections. Digital Natives are drawn to this artistic website because of its emphasis on new media, self-expression and promotion. MySpace supports grass roots media, which is free from the constraints of labels and has been integral in the success of many artists including rap superstar Soulja Boy. With a do-it-yourself interface MySpace has been criticized for its cluttered design, steep learning curve and vulnerability to spam.3

This social networking powerhouse began as a website for college students and has extended its reach to a mainstream audience. Digital Natives see Facebook as

an outlet for social voyeurism void of security issues. In comparison to MySpace, its main competitor, Facebook’s core advantage emphasizes effective communication. Its easy to navigate interface and breadth of privacy controls has lead to strong brand equity and praise among the Digital Native

SITUATIO

NANALYSIS

1 Mobile Social Networking Has 12.3 Million Friends in the US and Western Europe. M:Metrics. August 15, 2007.

2 Webcredible Study. utalkmarketing.com January 22, 2008.3 Press Release, (2007, July 12). MySpace Outperforms

5

market.1 Recently, Facebook revealed they are launching an in-browser instant messaging feature.2 This gives Facebook potential to be a major competitor in instant messaging in addition to their existing presence in social networking.

Beyond “The Big Two” there is an influx of new niche websites entering the online space,3 17,1194 and counting. While they are prevalent in number, their audiences remain minimal. Although these pose a potential threat to become the “next big thing” they are seldomly accepted as leading social networking websites by Digital Natives.

AcquiredSocialNetworksOn March 13th, 2008 AOL acquired the social networking website Bebo. Bebo’s audience of 40 million

will substantially add to AOL’s current user base. As an entertainment hub, Bebo currently has a strong following in the U.K., Ireland and New Zealand; however, it continues to gain popularity in the U.S. According to AOL chairman and CEO Randy Falco, “Bebo is the perfect complement to AOL’s personal communications network and puts us in a leading position in social media.”5

MomentousMessengersThis messaging service closely follows AIM in the U.S. market. Owned by the parent company Microsoft, MSN

has the advantage of being linked to the Windows operating system. Its sophisticated design allows for a professional and mature tone.6

Rapid growth and popularity has led to its third place position in the U.S. market. Much of its success is attributed

to its in-browser integration with Gmail. Like Google Search, its chat capabilities give consumers exactly what they want: simplicity and smart design.7

With a strong hold on the adolescent market, Yahoo! Messenger cannot be overlooked. Currently ranking

fourth among competitors, Yahoo!’s young demographic creates potential for future growth.

SITU

ATIO

NANALY

SIS

SocialMediaToolsPortals: Portals such as Google, MSN and Yahoo! provide a one-stop destination where users can access e-mail, news, groups and browse the Internet. Portals are the ultimate embodiment of convergence.

Texting: Text messaging has evolved into a premiere form of communication for Digital Natives. Currently, text messaging is the most convenient way to engage in quick connections.

Gaming: Gaming offers multiple social networking outlets through Flash games, online gaming, PC gaming and console games. Digital Natives range from casual users to die-hard fans that live vicariously through the game.

Blogs: Blogging has become journaling for the 21st century. Digital Natives use blogs as a canvas for expression and personal soapboxes.

Fantasy Sports: Fantasy sports websites allow Digital Natives to connect with friends and compete in the professional world of sports. Popular fantasy sports destinations include Yahoo! Fantasy Sports and ESPN Fantasy Sports.

Online Video: Digital Natives enjoy watching short videos and user-created content. YouTube dominates this category by allowing its users to provide entertainment that can be passed along and popularized by their peers.

1 Chariot’s MySpace and Facebook Brand Party focus group.2 Arrington, Michael. "Facebook to Launch Instant Messaging Service." Tech Crunch. (2008, March 14)3 Holahan, Catherine, (2007, March 14). Social Networking Goes Niche. Business Week, www.businessweek.com4 www.ning.com5 Shields, Mike. "AOL to Acquire Bebo for $850 Mil." Mediaweek. (2008, March 13)6AIM Case Study, (2007). pg. 67 Chariot’s Social Media Survey, 1,510 participants, (2007, Oct.)

6

BrandAnalysis

DigitalNatives'attitudestowardsAIM:TheFourTruths1. Familiarity Digital Natives are familiar with and trust the AIM brand; AIM enjoys over eighty percent unaided brand awareness.1

2. The Original For most Digital Natives, AIM was their first exposure to online social media. Since then, there has been a proliferation of new social media brands, which have leapfrogged AIM.3. Juvenile AIM emerged into the market when Digital Natives were entering middle school. As they have matured, they feel that AIM has remained static. Consequently, they associate AIM with their youth and view it as primarily designed for a younger audience.4. Forced Loyalty Digital Natives are loyal to AIM because it's where their friends congregate; not because the brand speaks to them. AIM is an accepted, but not an insisted brand.

SITUATIO

NANALYSIS

Current IM platforms do not incorporate multimedia sharing

The desire for a consumer to have multiple social networking accounts

Lack of a website that is focused to help with life’s transitions

Opportunities

Weaknesses

Threats

Eighty percent of Digital Natives have used AIM2

Leader amongst instant messenger services within the United States (twenty-two million users per month)2

A broad range of social media and content

Large social networking websites are becoming dominant and are constantly evolving (Facebook, Myspace etc.)

Social networking is something you might grow out of not grow up with

The emergence of alternative instant messaging services from media giants such as MSN and Google

A movement toward in-browser chat services

The continual introduction of new social networking websites

SWOTAnalysis

The following is a SWOT analysis of AIM and its social media products

AIM is viewed as a product for teens

AIM users frequent this service because “their friends are there” not because of a brand preference

AOL’s broad array of social media products lack a coherent branding architecture

Strengths

1 AIM Clarification Memo #1 (Oct. 17, 2007). 2 AIM Case Study, 2007.

7

ConsumerInsights

MeettheDigitalNativeFor the first time ever, a generation has grown up tethered to technology. These 18 to 24 year olds are “native speakers” within the digital language of social media which includes cell phones, video games, instant messaging, social networks and the Internet. Digital Natives have come of age in a social media environment. Because of this, they embrace new technology faster and more seamlessly than preceding generations. Technology is an integral part of Digital Natives’ ascent to independence. By contrast, Digital Immigrants (Gen X and Boomers) have had to adapt to this new environment and no matter how fast they learn they will always compute with a “digital accent.”

Digital Natives make up 74.2 million Americans born between 1980 and 1997. They value teamwork versus individualism, political action versus apathy, the conventional versus the in-your-face views of the 80s and 90s. The result is a generation that is more numerous, more affluent, better educated, more technically advanced and more culturally diverse than any preceding generation.

This social freedom has created new expectations about socialization and community. Community is no longer finite or restricted by geographic barriers or existing peer relationships. Unlike any generation before, Digital Natives’ definition of community is mobile, spontaneous, demands a less rigid time structure and relies on loose connections that can be sandwiched between day-to-day deadlines.

The consumer mindset has shifted, but advertisers, primarily Gen X and Boomers, mistakenly keep selling the rebellious and sullen teenager lifestyle of the 90s.

And it just does not work.

The landscape has changed and Chariot has adapted. We dug deep into the lives of Digital Natives and their interactions with social media. Through research, surveys, expert interviews and extensive discussions with Digital Natives, we have defined what they crave in social media. Their criteria are:

1. Relevance I pay attention to ads that are designed for me and not for everyone.2. Control I want to be in charge of my online privacy.3. Escape My life is hectic. Give me my daily dose of entertainment. 4. Discovery I don’t want brands to be pushed upon me; I want to discover them.5. Order I want you to sift through the clutter for me. 6. Brand Candy I crave design that is simple, yet sophisticated. 7. Customization Don’t hand me a finished product, give me something I can remix and make my own. 8. Corporate Citizenship I want to do business with a company that gives back to the community and is transparent about its business practices.

SITU

ATIO

NANALY

SIS

8

8CoreTransitionsfortheDigitalNativeAs Digital Natives grow out of their teenage years, they are confronted with a new independence, which is manifested in multiple transitions. We have identified eight transitions central to their lives. In most cases they are facing these transitions for the first time.

CareerWhen Digital Natives move from jobs that barely pay the rent to entry level positions, they have questions about where to look for jobs, how to write a standout resume and how to answer interview questions.

HousingFor Digital Natives, a key step towards independence is the move from their parents’ home into a place of their own. This move raises questions about neighborhoods, safety, leases and mortgages.

FinanceDigital Natives are now entering the confusing world of sophisticated finances including: IRAs, 401Ks and college loans. They are seeking a place for sound advice from their peer networks.

TravelFor Digital Natives, life is not all about work and they are sure to make room for travel. As they find themselves personally responsible for their travel accommodations, they look for destinations that fit their lifestyle and budget.

InsuranceRelying on their parents’ policies, Digital Natives are generally unaware of the process of researching and choosing health, property, auto and life insurance plans.

Health&WellnessAs Digital Natives move to new cities, they have questions about where to exercise or where to receive health care.

AutoDigital Natives are looking for assistance when searching for their first new or used car.

FashionWhat to wear, what to wear? With all these new milestones, Digital Natives are concerned about the details of wearing just the right thing at just the right time for work and for play.

SITUATIO

NANALYSIS

Henry Jenkins Blog, “Reconsidering Digital Immigrants.”<www.enryjenkins.org>.Lisa Johnson. “Mind your X’s and Y’s: Satisfying the 10 cravings of a new generation of consumers.” Cohn Study

9

Non‐TargetedDigitalNativesWe identified three additional segments of the Digital Native market that do not represent the best opportunity for AIM at this time. They are Giga Gamers, Endless Expressionists and the Digitally Disconnected. Giga Gamers are plugged into the world of interactive games and use social networks to “meet and compete,” primarily for entertainment purposes. Endless Expressionists use social media as an image creator and express their feelings and talents in order to present a carefully constructed virtual self. The Digitally Disconnected rarely use the Internet because of economic, educational and social disadvantages.

SITU

ATIO

NANALY

SIS

SegmentationChariot has identified the following six segments that represent the ways Digital Natives engage with social media. Three of these segments represent AIM’s best opportunity to increase brand recognition and accelerate usage of AIM products. We have named them the Ambitious Advancers, Digital Distributors and Social Seekers.

AmbitiousAdvancersGoal-oriented: Ambitious Advancers are focused on the road to success, paving the way with the newest tools and technologies. For Ambitious Advancers, experience is currency and it is more valuable and prized than material belongings. They use social media to project a professional image, find opportunities and get a foot in the door. But these go-getters are not all business. Unlike their parents, they demand a balance between work and play.

DigitalDistributorsSharers of social media: Rarely a day goes by when Digital Distributors are not scavenging for fresh videos, jokes, music or pictures to share with their friends and co-workers. Sharing gives them social currency—credibility that reflects an individual’s value in a network.

SocialSeekersConstantly in-the-loop: Digital Natives utilize social media to be constantly included in on-going social chatter. Whether it is planning a party or engaging in harmless cyber stalking, Social Seekers need to be in the loop. For them, e-mail, social networks, cell phones and the Internet are windows into the interests and relationships of their peers. Social media allow them unprecedented access into the lives of their friends in a way no other generation could imagine.

10

Chariot’sBrandPerformanceModelOur proprietary Brand Performance Model illustrates how we will meet campaign objectives to:

1. Increase trial and usage of AIM products by fifteen percent– Brand Consumption2. Bridge the gap between AIM messaging and AIM social media– Brand Leverage3. Increase AIM brand awareness

In addition, Chariot believes it is important to increase the overall perception of the AIM brand. If Digital Natives do not feel the AIM brand understands them and is built for them then it will be extremely difficult to increase its usage. This overall perception of the brand is called Brand Health. We have added a fourth objective to improve AIM’s brand health.

Chariot’s solution will take AIM from where it is today to where it needs to be in order to reclaim its role as a leader among Digital Natives. Our model’s stepping stones represent AIM moving from where it exists today – disconnected and outdated to becoming a more relevant brand in the mind of Digital Natives. The model symbolizes the convergence of our five strategies that lead to a more important, more valued and more heavily used AIM.

SITUATIO

NANALYSIS

These five strategies are:

1. Brand consolidation. Consolidating current AIM products.2. Improvement of AIM products. Adding functionality and brand news to existing products.3. Increase awareness and interest. Delivered thought advertising, PR, promotions and viral marketing.4. Increasing AIM brand relevance. Make the AIM brand relevant to Digital Natives through our campaign and product development.5. Keeping the brand fresh and interesting. Regularly add new products and improve existing products to keep the brand current, interesting and helpful.

These fives strategies will guide our product improvements and creative executions to meet our campaign objectives. Increasing trial and usage by fifteen percent will result from meeting the other three objectives. Bridging the gap between AIM messaging and AIM social media will be achieved by consolidating existing AIM products. To increase brand awareness we will first improve the AIM client by adding features and creating news value. Chariot will then promote these changes with a communications plan incorporating advertising, PR, promotions and viral marketing. AIM Brand Health will be enhanced through a combination of our product improvements, new product development and communication strategies. We will keep the AIM brand fresh and useful, making the brand healthier. These strategies will be brought to life in our phased campaign strategy.

Brand Performance Model:

PresentAIMPosition• Largest IM user base • Perceived as a product for teens • Individually branded and disconnected properties • Low awareness of products in the AIM network • Outdated Imagery and Design

AIMLeadershipPosition• A cohesive brand architecture• “The Social Network of Choice”• The leader and innovator in the online space• No longer an accepted brand but an insisted one• Continually fresh and interesting

11

RE‐EN

GAGEST

AGE

RE‐ENGAGESTAGE

ProductStrategyBased on what Chariot has learned about Digital Natives’ online habits and preferences, we have identified obstacles within the current AIM client and AIM Social Media properties that limit the ability to achieve the campaign objectives. Digital Natives thrive on sharing information, stories, experiences and embrace innovative technologies that improve access to their friends.

The Re-Engage Stage resolves these obstacles with product improvements, the integration of AIM client with Social Media properties and a new integrated branding architecture. 1 Randy Falco, AOL CEO

Our new brand positioning statement expresses the most important reason that Digital Natives go to the Internet: sharing. It acknowledges the need for instant access, an asset that AIM already owns.

Our new brand positioning statement helps AIM move from the juvenile image that Digital Natives currently have of the brand to a new leadership position among online communities.

AOL has presented Chariot with the opportunity to transform AIM entities and execute progressive advertising and promotions. The objectives are complex, challenging and exciting. We will not only achieve these determined goals, we will prepare AIM to reclaim their "heritage as a leader and innovator in the online community space."1 To do this we have created a plan that is both innovative and provides an outline for sustained growth.

We have developed a phased approach to drive increased usage of AIM instant messaging, social media products, and to fuse them together online and within the minds of Digital Natives. For August 2008–August 2009, a two-phase approach is recommended.

The first phase is the Re-Engage Stage. It is designed to energize AIM products and the brand image while re-introducing Digital Natives to the relevancy and sharing capabilities that AIM provides. The communication plan for this phase places AIM in a position to not only continue its instant messaging leadership, but also to emerge as a leader in online social media.

The second phase of Chariot's solution is called the Continuous Conversion Stage. In this stage, we continually add news value and relevance to the AIM product suite. This is an ongoing process; a series of improvements that allow us to continually convert Digital Natives into loyal AIM users. In the first year, we propose a major new product introduction designed to build AIM brand leadership in the valuable social media arena.

AIMprovidesinstantsharingofexperienceswithmymostimportantonlinecommunities.

Brand Positioning Statement:

12

give Digital Natives an outlet to keep sharing their experiences and favorite media while connecting with their most important communities. AIM will converge media sharing technologies with information-rich communication capabilities to create a platform that is unrivaled by competing instant messaging and social media providers.

ProductExecutionsAIMLogoTo better represent the AIM client and AIM social media, Chariot has updated the AIM logo. The new logo is derived from the well known chat bubble, but with a much more inviting shape. We have changed the word AIM to all lower-case letters to make the logo feel more friendly to Digital Natives. We also use the main color of AIM, orange, as the primary color on the logo, but we make it brighter. Orange combines the red from the old logo with yellow, which is associated with happiness. Orange represents enthusiasm, fascination, happiness, creativity, determination and success. Orange has been proven to increase oxygen supply to the brain, produce an invigorating effect, stimulate mental activity and it is highly accepted among young people.1 This new logo design will assist in improving Digital Natives perception of AIM, and better represent AIM as a company with more to offer than just chat.

RE‐EN

GAGESTA

GE

Obstacle: Although AIM has the largest instant messenger user base, competitive threats are weakening Digital Natives’ reliance on AIM as their only means of online messaging. The AIM client has neither adapted with cutting edge technology nor undergone significant updates in recent years. Solution: Technology updates to the AIM client, including multimedia sharing, will drive increased usage.

Obstacle: The AIM properties, while valuable and useful, are individually branded, located in their own online space and disconnected from the AIM client. This inhibits the ability to bridge the gap between chat and social media products online and within the minds of Digital Natives. Solution: Digital Natives crave online content that is delivered with intuitive navigation and transparent connection points. They crave both simplicity and functionality. By linking AIM properties together, their services and features will highlight and support each other, providing greater utility for users.

Obstacle: The current branding architecture confuses Digital Natives about which properties are owned by AIM or AOL, if either. This impedes the ability to bridge the gap between AIM messaging and AIM social media. Solution: We will introduce a new branding architecture that encompasses the AIM client and AIM Social Media properties, resulting in greater brand unity. We will select specific products and features that best enhance digital sharing and provide Digital Natives with better opportunities to create information-rich messaging.

Obstacle: Current AIM properties are graphically outdated and do not appeal to Digital Natives’ aesthetic tastes, preferences and expectations for online media sources. The lack of updates has caused the AIM brand to lose relevancy, and AIM has become dated in the minds of Digital Natives. Solution: A refreshed graphic design layout with updated color schemes, navigation links and customization options serve as signals for Digital Natives that AIM is now relevant to their online needs The AIM client is currently the most valuable asset that AIM has. Leveraging the existing user base and brand recognition of AIM to drive the evolution of instant communication will set AIM apart from competitors and set the foundation for future advancements. The technology enhancements to the AIM client 1 http://www.color-wheel-pro.com/color-meaning.html

13

AIMUniverse

AIM Aptus: The new downloadable AIM client, AIM Aptus, delivers faster and clearer video and audio chat through a peer-to-peer platform, rather than the current server-based connection. Digital Natives can now connect and share multimedia messages with the buddies and groups directly through AIM Aptus.

Chariot chose the name AIM Aptus to differentiate this update from the previously numbered versions of AIM. Aptus means connected and appropriate in Latin. It is also a connection of the words “apt” and “us,” a subtle and humorous way to highlight the renewed relevance for Digital Natives. Aptus is modern, innovative and unique, making it memorable for searching.

A partnership with Snap Shot™, an internal link tool, provides users with an innovative interactive messaging experience. Link enhancements with destination page previews are shown directly from the chat window when a user hovers over the word. The Snap Shot™ technology allows Digital Natives to access information from external websites directly from their chat windows.

An expandable video player is extended from the AIM Aptus chat windows when users initiate video chatting or share a video message. AIM Aptus allows users to watch videos and TV episodes while chatting with their Buddies and Groups. When a user clicks the video sharing button, they are taken to a menu featuring the major online video sites, such as AOL Television, ABC.com and Hulu.com. They can browse and search content and choose what to watch with their buddies. Experiences are not only shared through AIM, they are created.

RE‐EN

GAGEST

AGE

The AIM Aptus Buddy List is now a direct connection between instant messaging and AIM social media. Screen names listed are hyperlinked to AIM Profiles, and AIM Groups are a subset of the Buddy List organization. AIM Aptus users are able to message and video chat with buddies from their AIM Groups. AIM Aptus fulfills Digital Natives’ desire for organized access to their online communities.

14

AIM Home: The AIM Home page is the entry point to the AIM Universe. Users can download AIM Aptus, access AIM People Connection and learn how AIM Developer tools, such as Userplane, can enhance their blog or individual website. AIM users can search for information within the AIM Universe through a Google enhanced search bar within the Global Header. Navigation is done through a single browser window and essential information is displayed above the webpage fold. The cohesion of the AIM Universe and the resources that it provides to Digital Natives will increase usage of AIM Aptus, AIM People Connection, AIM Profiles, AIM Developers and the features within these websites.

AIM Profiles: Digital Natives can update their AIM Profiles to reflect interests, favorite TV shows, and other expanded buddy info. These preferences automatically add reminders to their AIM Calendar about when their favorite TV shows are on or when a group chat relating to their top interests is active. Digital Natives can also elaborate on their experiences through AIM Journals and by uploading media. AIM Profiles will be positioned as a tool that helps Digital Natives customize and share their AIM Universe.

AIM Developer Tools: Bloggers, web designers, and developers are now able to access Open AIM and Userplane through a central location. We will position Userplane as a simple and essential tool that allows bloggers to connect with the AIM Universe from their own websites, not just an application for web developers. Developers working with Open AIM are now linked to the entire AIM Universe, which will help them understand and capitalize on opportunities for AIM Aptus plug-ins and extensions.

AIM Groups: Chariot will position AIM Groups as the primary place for Digital Natives to group chat and share video or other media with a group of people who share their interests. AIM Groups are accessible through AIM Home, the AIM People Connection portal and the AIM Aptus Buddy List.

RE‐EN

GAGESTA

GE

15

AIM People Connection: We will make AIM People Connection stand out from other social media by positioning it as a forum for Digital Natives to discuss issues important to them. Digital Natives can use AIM Comments and AIM Polls to talk about top AOL news stories, which they can access from the AIM People Connection home and AIM Aptus. AIM People Connection also provides a place for like-minded Digital Natives to come together in AIM Groups. Enhanced navigation among AIM Profiles, AIM Comments, AIM Polls, and AIM Groups from the AIM People Connection portal drives Digital Natives within the AIM Universe and increases usage across the board.

AIM Comments: Chariot will position AIM Comments as the essential tool for sharing opinions in a forum that transcends individual websites. Using the already established AIM OpenID system, AIM users can comment on a variety of content across the Internet simply by using their AIM screen name. Within AIM People Connection, AIM users can comment on news stories and other users’ AIM Profiles, AIM Journals posts and photos. All comments for a single item will stay on that page, rather than redirecting to an overall message board format. Popular comment threads will move to the top of an RSS feed so AIM users will always know what their friends and peers are talking about.

AIM Polls: We will position AIM Polls as the most convenient place to gather information and express themselves on relevant issues. AIM users can create polls and pose questions about issues they care about. Users can also instantly view current standing on a poll when they vote. AIM Polls are archived and completely searchable.

AIM Universe Model:

RE‐EN

GAGEST

AGE

16

AIMAptusMobileAs the cell phone becomes the social medium of choice, Digital Natives’ use them to be in constant communication with their friends. AIM Mobile lets them take their IM on the go. AIM Aptus Mobile mirrors the sleek, modern style of the AIM Aptus downloadable client. Instant picture, audio and video sharing will make AIM Aptus Mobile Digital Natives’ favorite way to connect. The application can be downloaded for free directly from the AIM website or through their phones’ Internet capabilities.

AIM Aptus Mobile includes a new feature to physically connect Digital Natives. AIM Mobile Buddy Finder uses GPS technology provider WHERE™ to present embedded maps within AIM Aptus Mobile chats. Through their phones, friends will be able to chat, locate each other or pick a hangout spot. Additionally, they can use Mapquest to send directions to addresses or buddies’ locations.

MonetizationThe Re-Engage Stage increases AIM usage turns AIM Aptus and the AIM Universe into more valuable monetization tools within the AOL family. Video advertising, recently available through Platform A, is an innovative format for advertisers to incorporate interactive messages directly into Digital Natives’ AIM Aptus and other AIM Universe properties. Sponsored AIM Groups and AIM Polls let brands invite users to participate. The revolutionary in-chat media player in AIM Aptus creates a possibility for entirely new ad models, including allowing Digital Natives to browse and search for sponsored content the same way they search for their favorite TV shows.

ConnectionsOur media selections, advertising, public relations activities and promotional programs function seamlessly to create an engaging brand experience. This plan is integrated. Traditional silos are eliminated.

We aim to connect with Digital Natives in meaningful and engaging ways. Every touch point with Digital Natives is an opportunity to increase brand health and brand awareness, in turn increasing brand consumption: the trial and usage of AIM products. These principles drive our new approach to connecting with Digital Natives.

ConnectionsObjectives• Provide opportunities for participation in every message. • Drive Digital Natives to other media platforms where they can interact further with AIM. • Create brand presence in media environments Digital Natives already frequent. • Partner with brands Digital Natives embrace and respect, emphasizing other Time Warner properties that can add value to the campaign.

CoreConnectionsStrategiesTiming: In the Re-Engage Stage our connections schedule corresponds with major media events, such as season premieres and the 2008 election. This allows AIM to fit seamlessly into their lives and remain relevant. To maintain a connection with Digital Natives, the Re-Engage Stage will have constant media presence from September 2008–August 2009.

Geography: Our campaign is national in scope. Most of our Re-Engage Stage executions exist online to reach Digital Natives at their moment of receptivity to an online service. The Re-Engage Stage will emphasize a multimedia approach that mixes the visibility of traditional media with the viral and word-of-mouth opportunities of online and event marketing for the greatest possible integration with Digital Natives.

RE‐EN

GAGESTA

GE

17

RE‐EN

GAGEST

AGE

CreativeStrategyThe Re-Engage stage is focused on the AIM brand. Every execution reflects the new AIM brand positioning statement: AIM provides instant sharing of experiences with my most important online communities. Chariot will help Digital Natives discover that AIM is their leading tool in the evolution of interaction. When communicating with Digital Natives, it will be imperative to introduce them to messages that they can relate to. Digital Natives are maturing and the ways they communicate, share experiences and think about themselves and the world are evolving. Every execution is designed to show that AIM has evolved and adapted to the pace of the Digital Natives. The Re-Engage Stage will introduce Digital Natives to the new and improved aspects of AIM, with an emphasis on characteristics such as the new applications, simple navigation and personalization. Although we have maintained the AIM brand personality of being approachable, witty, savvy, passionate and friendly, this is not the same AIM Digital Natives knew in the past. The tones and themes of our work demonstrate that AIM is now a more functional, more fun and a more relevant one-stop resource.

KeepSharing™Chariot has introduced a new theme line for the AIM brand: “Keep Sharing.” It is simple, direct and speaks to and preempts the most important social reasons why Digital Natives go to the Internet: sharing. Through this tagline, AIM acknowledges that Digital Natives have always used online communication to share with one another throughout the development of new technologies. It is an implied promise that AIM will be there in the future with the products and tools to make the sharing between people continually better. It is also a profound invitation to keep sharing and when you do, use AIM as the tool to do so. The theme line of “Keep Sharing” will further connect the creative executions, not only through the Re-Engage Stage, but also throughout all future advertising executions.

ExecutionsInternalCampaignBefore our new campaign is introduced to the public, it is essential that AIM employees and internal stakeholders be introduced to the changes to the AIM brand, the client and products, as well as the new advertising campaign. We want everyone at AIM to be excited about the new developments and to be proud of the innovative leadership position that AIM is taking. To create this pride, we will launch an internal campaign two weeks before the launch of consumer advertising.

This internal campaign will also include informational presentations that will explain updates and product developments. There will be posters and newly branded office supplies, mouse pads, pens and mugs. This allows the employees to be constantly exposed to the new brand image, and take pride in the evolution of AIM.

In addition, to build anticipation each employee of the AIM team will be paired with another AIM team member. The pairs will engage in “video snacking” and watching TV online through the AIM Aptus when they are back in the office. This will allow them to explore the new changes together, and share their online communities with each other.

“KeepSharing”campaignInforming Current Users: One important way to increase usage of AIM is to not only attract new users, but to also further engage current users. Chariot will excite the current users and make them aware of the updates. We will utilize the advertising space on the top of the Buddy List to create a rich-media roll over banner ad with a demonstration of the video sharing feature of AIM Aptus.

Also, Chariot will use the AIM Member Message e-mail to inform current users of the new updates.

18

RE‐EN

GAGESTA

GE

AIM Aptus triumphs in the sharing of experiences, breaking the limits of past communication methods. The camera walks through the whimsical world of progressing communication. The first frames are supported with delicate instrumental music. The last frames have a gradually accelerating electronica song in the background.

:30 Spot (Televisions, Online and Cinema)

19

RE‐EN

GAGEST

AGE

Evolution of a Message: Television and Print: Television viewing for Digital Natives is on the rise, both online and on TV. We will not buy day parts. Instead, Chariot will purchase advertising space on specific programs that appeal to Digital Natives including the CW, Comedy Central, and Hulu.com. We focus on shows such as The Office, The Colbert Report, Gossip

Girl and Project Runway that reach a large amount of Digital Natives. We will also post our spots on YouTube.com and play them in movie theaters before Fall 2008’s expected blockbusters.

There is no brand better suited to owning the evolution of a message than AIM. AOL was many Digital Natives’ first foray into the Internet, and AIM was most Digital Natives’ first step into the world of social media. This spot and graphic help show that AIM will continue to be the leader in the online community.

Our commercial is created to inform Digital Natives of new and exciting improvements that have been made to AIM. Secondly, since Digital Natives currently see AIM as dated, it will update the AIM image by being entertaining, engaging and stylish.

The spot takes Digital Natives to a whimsical world and leads them through recognizable images of the evolution of messaging that they easily identify. When the evolution depicts changing Internet communication, it displays AIM and AOL as consistent leaders of innovative message technologies. We introduce the new AIM Aptus’ features as cutting edge, relevant and provocative.

Chariot maintains congruity with the established AIM brand personality by focusing on a “witty” and “friendly” tone. Conversational copy provides a personal touch. Digital Natives will revel in the improved client’s capabilities as AIM Aptus triumphs over all past technologies.

In addition to television, we utilize the “Line of Communication” (see below) in print as a graphic representation of the evolution of a message. The unique horizontal viewpoint is flexible for a variety of media placements that capture the attention of Digital Natives.

Evolution of a Message: Museum Exhibit: Digital Natives’ museum attendance has been soaring, increasing forty percent in the last five years. AIM will leverage this rise by creating an “Evolution of a Message” exhibit that will be unlike any art collaboration they have ever seen and will create a buzz in local media. By partnering with interactive art companies such as Mine-Control and UnitedVisualArtists as well as independent artists, AIM will create a collaborative and cohesive experience. Each artist will create a communications technology exhibit. For example, an artist may choose to design an interactive wall where museum patrons can send smoke signals to each other by waving their hand over the projected fires. The next exhibit will have large flat-screen monitors for Digital Natives to share media through AIM with attendees at other exhibits. The final exhibit will be a display of potential future communication technologies to show that AIM will continue evolving as a leader in the field of communication.

20

Outdoor Promotion for the Museum: Chariot provides Digital Natives with an opportunity to discover the AIM sponsored museum exhibit, appealing to their love of exploration. In order to receive tickets to the exhibit, they will take a picture of an outdoor promotional sculpture and text it to AIM08. The GPS tagged image will send a picture text of a ticket back to the user. The sculpture symbolically illustrates the museum exhibits’ message of the evolution of communication. Multiple sculptures will be placed around the city.

Gossip Girl Screen Name Competition: The CW captured 18 to 24 year old women with the 2007 introduction of Gossip Girl, a drama featuring the lives of Manhattan’s Upper East Side social elite.1 To target these viewers, AIM will introduce a contest where viewers can create an AIM screen name for Serena van der Woodsen, a main character on the show. This contest will encourage viewers to submit their screen name idea to AIMGossipGirl, created in conjunction with this promotion. AIM officials will determine the top ten screen names and encourage users to then vote for their favorite via an AIM poll. Voters will be driven to the poll from the CW Gossip Girl website and during the end credits of episodes. The winning screen name will be used in future episodes of Gossip Girl, featuring Serena using AIM Aptus features and displaying the chosen screen name.

Political Partnerships: In the November 2008 election, most Digital Natives will be engaging in the political system for the first time. They are searching for innovative ways to get involved and have their political opinions heard. AIM will provide Digital Natives with two unique ways to get involved in the election excitement.

Rock The Vote Partnership AIM will partner with Rock the Vote to appeal to Digital Natives’ craving for nonpartisan political information from a source they trust. Rock the Vote incorporates politics into trends and pop culture in Digital Natives’ everyday life to popularize voting and increase voter turnout. Rock the Vote mobilizes youth to create positive change through the political community; this appeals to their desire to be involved and have their voices heard. Using AIM Aptus and AIM Groups, AIM will provide Rock the Vote with a platform for those involved to discuss the issues they care about.

Steven Colbert Campaign Contest AIM will give Digital Natives the opportunity to submit a two-minute mock presidential advertisement on AIM (aimgroups.com/election2008) promoting themselves as a candidate. This allows Digital Natives to voice their own political agenda and speak to the issues they deem most important. AIM users will be able to discuss, debate and vote for their favorite mock political advertisements. AIM will partner with The Colbert Report so the best political advertisement, as determined by user votes, will be featured on the show before the November 2008 election. The winner will also make a guest appearance the day it airs.

RE‐EN

GAGESTA

GE

1 http://www.variety.com/article/VR1117973699.html?categoryid=14&cs=1

21

RE‐EN

GAGEST

AGE

Userplane Partnerships: In addition to social networks, Digital Natives also express themselves online through blogs and personal websites. Chariot will show bloggers and personal website creators that Userplane is a useful and easy tool for them to enhance their personal online space.

Instead of using traditional advertising, Userplane will be incorporated into popular blogging websites such as Blogger.com, and into domain purchasing websites such as GoDaddy.com. For example, when a user creates a new post on Blogger.com, in addition to the usual formatting options, they will see an option to “record audio or video using Userplane AV Blogger.” This will create awareness and drive more bloggers to incorporate Userplane into their personal blogs.

Embedded Video Sharing: Digital Natives’ most important online communities include video sharing platforms where television shows can be viewed. (The video ad message will be presented through an AIM Aptus conversation.) The conversation will cater to the chosen TV show and will demonstrate how people can share their television experience through AIM. The AIM Aptus box will fade near the end of the advertisement, and there will be a seamless transition from the example in the advertisement to the full-length online television show. Integrating advertising that displays the video-sharing feature of AIM Aptus in an environment where it is immediately relevant will capture the interest of Digital Natives. The fresh and witty instant message dialogue portrays the AIM brand image as authentic and relevant.

CauseBranding:JuniorAchievementWorldwideEighty nine percent of Digital Natives, more than any other generation, will switch to a brand associated with a good cause.1 Digital Natives crave active participation with social causes instead of just donating money to them. Chariot believes that AIM should become a lead sponsor of Junior Achievement Worldwide, a foundation committed to providing in school and after school programs that prepare students for the transition from high school to the responsibilities of adult life after graduation.

JA Worldwide is the world’s largest organization dedicated to inspiring and preparing young people to succeed. A partnership with this program will not only enhance the AIM brand image, but also provide Digital Natives with the opportunity to volunteer and develop critical skills.

AIM will promote an internship opportunity using its social media platforms by asking applicants to create a video essay. AIM will host an eight weeklong internship on a major college campus where the chosen participants will develop a series of short video seminars. Each video will use an interactive format to discuss various facets of financial literacy, work readiness and entrepreneurship. These educational videos will be distributed to public schools nationwide and be used by teachers as a free and engaging resource. In addition, an on-going program will make it easy for Digital Natives to become connected and volunteer with any of JA’s global offices.

1 Cone 2006 Millennial Study

22

CONTINUOUSCONVERSIONSTAGE

ProductStrategyThe Re-Engage Stage creates an integrated AIM Universe and positions the AIM brand as highly relevant, functional and evolved. AIM will become a brand that Digital Natives value and a brand they eagerly choose, but more importantly, a brand they like. With this refound brand health, AIM will “reclaim its heritage as a leader and innovator in the online community space.” AIM will not just re-establish its leadership—it will always keep it by constantly being at the forefront of online interaction. AIM will no longer play catch-up because it will keep rolling out updated products, new products and improved services that speak to the needs and interests of Digital Natives. The first of these will be a brand new online community unlike anything else on the Internet.

Our research taught us that from age of 18 to 24, Digital Natives experience more transitions than at any other time in their lives. Existing social media products focus on either purely social interaction, like Facebook and

MySpace, or purely professional connections, like LinkedIn. No online network, social or professional, currently exists to help Digital Natives understand, embrace and share these important transitions. With AIM Aptus leading the way for AIM to reclaim its position as the leader of online communication, AIM is now poised to be the forum for Digital Natives’ discussion and sharing of their transitions. The next step, in what we call our Continuous Conversation Stage, Chariot will introduce Digital Natives to a new online community unlike any they have ever seen before—not just a social network, but a social utility.

IntroducingcVieChariot has created cVie for introduction in January of 2009. cVie was created to address the aforementioned opportunity in the marketplace. In every execution, cVie will be “Powered by AIM,” leveraging the renewed brand health of AIM created by the Re-Engage Stage.

cVie allows Digital Natives to share experiences about important transitional “firsts” with the peers they trust. Digital Natives most value the advice from peers they trust, peers who are going through the same transitions simultaneously, rather than by searching for advice through search engines or hearing it from people who they feel are out of their loop. By sharing experiences in cVie, Digital Natives are able to understand, accept and most importantly, embrace these transitions with the help of their social connections.

TheoriginofcVieThe cVie format was inspired by the timeline and sharing functions of the AIM property circaVie. Shortening “circaVie” to “cVie” freshens the name and differentiates the websites. The name cVie has two meanings of its own. cVie alludes to the CVs that Digital Natives create to help get their first real job, a major transition in their lives. “Vie” also means “life” in French, so cVie could be taken to mean “see life” in the way that Digital Natives are using their friends’ support and shared enthusiasm to see life in new ways and to discover new opportunities in their lives’ transitions.

HowcVieworkscVie leverages the unique timeline interface of circaVie, a media-sharing website within the AIM Universe. cVie allows Digital Natives to create multimedia posts to their timelines with the option to include photo albums, video clips, audio and website links to share their experiences regarding transitions. These timeline posts are arranged chronologically, making it possible for Digital Natives to see which of their friends have most recently experienced similar transitions they are facing, learn from them and share their own advice.

CONTIN

UOUSCO

NVER

SIONSTA

GE

23

CONTINUOUSCO

NVE

RSIONSTA

GE

cVieStartPage

24

CONTIN

UOUSCO

NVER

SIONSTA

GE

cVieFeaturesTagging: cVie users can add descriptive tags to any “posted item.” The tagging system, similar to tags used in social websites like del.icio.us and Flickr, not only connects people with common interests, but also drives internal navigation within cVie. Tags provide cVie users with direct links to people, groups and timelines that are similar and relevant to the content they are viewing. Users are only a click away from seeing all posts marked with text like “Ireland” or “apartment.”

Privacy: Digital Natives insist on having control over their private information on the Internet. Everything they post, comment on and participate in will be automatically marked as “professional,” the most open privacy setting, but users may restrict their privacy setting on any post. cVie users have control over their information online and can save their pictures from last Friday night for just their closest buddies.

Professional timelines reflect education, work experience and resumes. cVie users can send links to their cVie professional timelines to potential employers, who can view professional timelines without having a cVie account or being on that user’s Buddy List.

Start Page: Each cVie user can customize his or her own Start Page, and all content is displayed in timeline form. Default settings are based on geographic location. When users are actively seeking advice, they can monitor timelines from their start page to watch for updated groups, comments or polls. Any RSS feed can be followed in timeline format.

Personal Page: To share content, cVie users select ‘create a post’ from their Personal page to begin a new timeline or to expand an existing timeline. Options to write content, upload media and select privacy settings are presented when posts are designed. cVie users can add descriptive tags that categorize and define searches made within cVie. On the Personal Page, posted timeline information is displayed to other cVie users based on their privacy level.

Buddies Page: Digital Natives can browse the recent updates to their buddies’ timelines on the Buddies page. The timelines can be organized by most recent updates, alphabetically or Digital Natives can choose to customize the organization.

cVie incorporates the AIM Buddy List within the structure of the website and uses AIM Aptus for buddies to connect. Clicking a buddy’s screen name activates an AIM Aptus chat window to connect with that buddy.

Living Page: Content and timelines shown on the Living page are organized by geographic location. cVie users’ professional timelines and the timelines tagged as that geographic location, for example a concert venue, are displayed on the Living page. Like on the Buddies Page, clicking “Housing” will show all the public posts and timelines tagged “housing” for users in their local network.

25

What makes cVie so valuable and unique? cVie provides Digital Natives with instant peer information about the questions they have regarding life’s transitions in an easy-to-use, innovative format. Tagging posts with searchable phrases helps Digital Natives answer important questions like “What Seattle neighborhood should I live in?” by getting instant advice directly from their trust communities. The ease with which Digital Natives can create and categorize posts encourages them to talk and share their transitional experiences to provide a resource for their peers. No other resource, online or offline, provides Digital Natives with such an extensive trust community; neither does any resource focus on the important transitions that Digital Natives are most concerned with.

We tested the concept of cVie with Digital Natives and we were very encouraged by the results. When asked, “How useful would a website like this be to you?” they rated it an average 5.6 on a 7-point scale.

cVie Mobile: cVie will be completely functional and accessible from mobile devices. In addition, cVie will create a mobile application called cVie Mobile. Digital Natives appreciate up-to-the-minute information wherever they are. With cVie Mobile, daily text message updates with pre-selected weather, news, real time traffic forecasts from Mapquest and timeline content from their cVie start page will be sent to Digital Natives’ mobile devices.

Monetization: cVie will support sponsored timelines from brands looking to engage Digital Natives. These brands can buy timelines on a CPM model based on how many cVie users place the sponsored timelines on their Start page. To give sponsors greater value, the cVie ad model goes beyond traditional online advertising and allows users to interact with and follow a brand. cVie and similar products introduced in the AIM Universe will become powerful monetization tools within the AOL family.

ConnectionStrategy

ConnectionsObjectives• Provide opportunity for participation in every message. • Drive Digital Natives to cVie at every opportunity.• Use media that allows Digital Natives to discover cVie and share it with their friends.• Be relevant to Digital Natives by existing in media they already frequent during The Eight Core Transitions.

CoreConnectionsStrategiesTiming: To build buzz and anticipation among Digital Natives, the Core Connections Stage includes a teaser campaign building up to the release of cVie. Brand Ambassadors will drive the teasers that will encourage Digital Natives to discover and share cVie. After cVie launches, the connection schedule’s timing coordinates with important transitions in Digital Natives lives including graduation, job searching and interviewing and moving into new apartments.

Geography: Our campaign is national in scope. It exists mainly online to reach Digital Natives when they are already on the Internet and only one click away from cVie.

CONTINUOUSCO

NVE

RSIONSTA

GE

26

CreativeStrategycVieiswhereIusemyonlinecommunitytoembracelife’stransitions.

The Eight Core Transitions will be emphasized in our executions through varieties of non-traditional media. Digital Natives will find these executions not only smart, interactive and engaging, but most importantly relevant to their lives right now. All executions lead from the idea that Digital Natives are facing one or more of the eight key transitions. The executions will be an invitation to share experiences by collaborating with a custom blend of their peers and experts. While our creative work is witty and relevant, it also exhibits that AIM understands Digital Natives and directly addresses the questions they have about life’s transitions.

The cVie theme line is “Organic Advice from people you trust.” Organic Advice is a new term created by Chariot. It refers to the advice Digital Natives receive directly from friends, making it advice they prefer and advice they can trust. It is effective because it is from their friends and peers, and therefore personal, consistent, trustworthy, and most importantly, not artificial. Organic Advice is unique to cVie, and it is a key factor in the success of cVie.

Executions“OrganicAdvicefrompeopleyoutrust”campaigncVie Brand Ambassador Program: Digital Natives often look to opinion-leading peers for ideas and thoughts on issues of importance. AIM will recruit selected opinion leaders throughout the country and form the cVie Brand Ambassador Program. This program is designed to build awareness, loyalty, trust communities and shared enthusiasm for the cVie brand. It is viral by its very design. The cVie Brand Ambassador Program will employ an average of fifteen student ambassadors per state. These students will be enrolled in Universities, two-year colleges, community and technical schools.

The Brand Ambassadors will be among the first cyber pioneers to populate cVie and will have a special log-in section where they can communicate with other Brand Ambassadors. cVie Brand Ambassadors will also have personal blogs that will discuss cVie and help build community. This will facilitate organic discovery among scene breakers, cyber pioneers and alpha geeks. When they search online for “cVie” they will see new blog entries that rave about cVie from an unbranded environment. cVie Beta Invites, cVie launch parties and cVie graduation kits are all components of our campaign that Brand Ambassadors will be assisting with.

New Years 2009 cVie Launch Parties: For the launch of cVie, AIM will host New Years Eve parties, creating an environment that enhances shared experiences. cVie Beta users will be sent invitations via the website for themselves and five friends. The parties will feature interactive walls, which will entice people to group-chat with other cVie partygoers via AIM Aptus Mobile. Attendees can send a message to the DJ to request songs, and t-shirts will be distributed at the door with a blank AIM buddy list on the back for people to share screen names. Upon entrance, partygoers will be stamped with the cVie logo, and those of age can sip on cVie-tini’s on cVie coasters.

CONTIN

UOUSCO

NVER

SIONSTA

GE

27

CONTINUOUSCO

NVE

RSIONSTA

GE

cVie Beta Invites: cVie will give curious Digital Natives and scene breakers an innovative reason to explore the newest social resource. With a planned launch of the cVie website in January 2009, AIM will introduce the cVie Beta version early to generate buzz among the cyber pioneers who are the first socially driven target. Digital Natives are more likely to embrace brands they discover.

Fortune Cookie Invites Custom-made fortune cookies with customized messages and cVie Beta invites will be distributed in Chinese restaurants located near areas with large populations of Digital Natives, such as malls or college campuses.

Message in a Bottle Invites On beaches across the country, Digital Natives will encounter cVie e-paper invite scrolls in recyclable plastic bottles. The scrolls will contain a message introducing the concept of cVie. cVie will partner with E-Ink Corporation and use its imaging film to showcase this teaser message on a flexible display. These bottles will be handed out by Brand Ambassadors on sand beaches next to sand stamp ads of the cVie logo during university fall and winter breaks.

cVie Graduation Kits: cVie Brand Ambassadors will distribute “cVie Graduation Kits” to graduating Digital Natives with items that will assist them in their transition to the professional world. These kits will help promote cVie as the place for Digital Natives to seek out additional information from others on life’s transitions, and the kit items will be donated by the sponsors.

Kits will be tailored to specific universities, and include:

• $40.00 off the purchase of a Banana Republic professional suit • Free Fidelity Investment counseling service • Reduced BlueCross And BlueShield Health “Newly-Independent” Insurance Rate Cards and counseling services • Jiffy Lube oil change discounts • Profiles of participating businesses in the area, including contact information and what they look for in a job candidate • Invitations to check out cVie. • cVie promotional items

cVie Career Fair: cVie will sponsor career fairs on college campuses and in convention centers in major cities, featuring both internship and entry-level job opportunities. In addition to the traditional ‘booth-style’ set-up, the cVie job fair will feature a business attire fashion show. Models will be chosen among the fair-goers and will be allowed to keep clothes they display, courtesy of Banana Republic, The Limited, and Express. Digital Natives will have the opportunity to sign up for coupon and sale notifications from these fashion retailers to be texted to their mobile phones when they pass by these stores in malls. Coverage of the job fair will be featured on cVie’s website, along with common interview questions, a list of all employers’ current job openings and a resume help section.

28

AIM to Gain: Financial investing and money management are areas where many Digital Natives have little experience. cVie will introduce them to the world of investments with the “AIM to Gain” Stock Market Challenge. Digital Natives can enter the contest on cVie and are then given a hypothetical $10,000 to invest in an online portfolio of their choice. Associates from our partner, Fidelity Investments, will be standing by to give tips about investing and answer questions related to real world investment opportunities. Contestants will manage their portfolios for three months, learning to trade stocks and funds in competition with each other to gain the top spot. A downloadable mobile application will be available, providing the opportunity to trade and sell investments at any time. Money magazine will feature the current leader each month and discuss different aspects of first time investing. The winner will get to keep the money they earn and invest it into their own online portfolio with the assistance of Fidelity Investments. In addition, Money magazine will run an article featuring the winner and cVie.

VitaminWater Partnership: VitaminWater has gained remarkable popularity with Digital Natives. In a smart and humorous way it appeals to their health-consciousness and appreciation for humor, especially the clever copy used to describe each flavor. Its offbeat, witty style matches the fun, intelligent tone of cVie that meets Digital Natives on their level rather than speaking down to them. cVie will partner with the flavor “power-c.” The copy on the label describes the benefit of cVie for Digital Native’s busy lifestyle, and fits the style of the VitaminWater copy.

Resume Mad Libs Microsite: Writing a clear and impressive resume is a crucial part of the transition into the career world for Digital Natives. cVie will be a resource to help them in this important area. To highlight this valuable resource we have built a viral campaign called Resume Mad Libs. This microsite allows Digital Natives to build a humorous resume for their friends or themselves, using the popular Mad Libs format. It will include typical resume categories for the user to fill out, such as Education, Work Experience, and Interests. For example, under Education there will be “University of _________.” Digital Natives can fill in the blanks in the resume or for some creative inspiration they can choose from a list in a pull down menu. Digital Natives will be able to make the resume as sarcastic, funny or serious as they choose.

CONTIN

UOUSCO

NVER

SIONSTA

GE

29

After completing the resume for their friends, Digital Natives will be able to send the fake resume via AIM chat or by e-mail. The completed resume will direct the recipient to cVie for more serious and helpful resume advice. They will also be encouraged to come back to the microsite and create their own Mad Libs resume. The pass along feature makes the microsite an important viral component of our campaign.

Search Bar Banner Ads: Friends are an important resource for Digital Natives and provide guidance throughout the new transitions in their lives. We have developed an engaging banner campaign that will drive Digital Natives to cVie, helping it to become the social network of choice input.

Each ad will depict a situation related to one of the 8 Core Transitions. When the banner appears, the search bar will be located on an object that can be opened—such as a door, car hood or briefcase. As the cursor rolls over the banner, a question will appear in the search bar. Then, the object will pop open and buddies will be packed inside, all ready to give constructive advice pertaining to the question entered. This image fades to the cVie and AIM logos.

These ads will reinforce that peers are the best resources for advice and that friends are accessed better at cVie. It is important to have strategic placement of theses transition focused banner ads. They will be placed on websites that directly relate to the topic or question being addressed in the search bar. For example, ads that relate to careers will appear on Careerbuilder.com.

cVie Customize-Your-Crib Microsite: As Digital Natives transition from living with their parents to renting or buying a home, they need help in furnishing their new space. cVie will partner with Home Depot, Sears and Ikea to create a website where they can decorate a room with paint, fixtures, hardware, appliances and furniture. Once created, Digital Natives can share the room with their buddies where they can leave comments and suggest changes. The program will allow users to establish a budget and to visualize a cohesive room that was designed with the help of their friends at cVie.

Search Engine Marketing: Search Engine Marketing is one of the most cost effective online media buys. Targeting will ensure that Digital Natives are only presented with ads that are related to the The Eight Core Transitions. Ads will also be used to increase the visibility of AIM and cVie throughout online portals and websites. Taglines and phrases related to the features of AIM Aptus and cVie will have their own ads to solidify the AIM ownership.

FutureRecommendationsReclaiming the social media leadership position means constantly staying ahead of the competition and staying relevant to Digital Natives. August 2009 marks the end of Chariot’s campaign, but it does not mark the end of the AIM social media leadership position. Chariot recommends that AIM set up the AIM Trend Team, a group of hip and savvy individuals research consumer behavior and new technologies. This is what it means to be a leader.

In addition, as AIM and cVie expand and grow, it is essential that they be translated into other media and languages. AIM must grow with mobile technology to maintain a competitive advantage over other messaging and social media products. Also, with the growing domestic Latino population, Chariot recommends AIM products, including cVie, are translated into Spanish by January 2010.

CONTINUOUSCO

NVE

RSIONSTA

GE

30

CONNECTIO

NSSCH

EDULE

CONNECTIONSSCHEDULE

31

Chariot will evaluate the success of the campaign and subsequent launch of cVie through the utilization of brand discovery and product usage tools. To ensure continuously updated monitoring of AIM products, we will evaluate the success of the campaign before and after each phase.

During the course of the campaign, our goal is to increase trial and drive usage of AIM products by fifteen percent. We will be able to accurately measure the success of this objective by analyzing unique visitors per month, new profiles, screen names, instant messages and page views.

Chariot will implement research to ensure the gap between AIM and AIM social media is connected in the mind of the consumer. We will perform focus groups, recognition tests, attitude studies and online surveys to confirm that users are actively using the functionality of features such as the global header and the unified AIM Home page. Using a statistic counter we can determine where each user came from and monitor how they move among various AIM product features.

Chariot will use customized surveys to gauge whether the AIM brand awareness is increasing. We will conduct a base line measurement before the campaign is launched and do follow up surveys on a semi annual basis.

Chariot will conduct a series of attitude and brand perception assessments to measure brand health. We will use in-depth interviews, focus groups and brand equity surveys to examine the usability of AIM and cVie. The research will reveal if Digital Natives are recommending AIM products to their peers, as well as how perceptions of AIM have changed throughout the campaign. We will also continuously monitor message boards and blogs to assess consumer opinions about AIM Aptus and cVie.

EVALU

ATIO

N

EVALUATION

CONCLUSION

CONCLU

SION

AIM has given Chariot the objectives of increasing brand awareness, usage of its social media tools, and converging messaging with those social media tools. Through research and unique insights, we have developed a strong brand foundation upon which AIM can regain its leadership position in the messaging arena and build towards becoming a social media powerhouse.

During our Re-Engage Stage, our “Keep Sharing” campaign will encourage strong AIM brand preference among Digital Natives and showcase how the brand has progressed to meet their needs. Digital Natives demand innovative technological advances, and with Chariot's positioning, product improvements and engaging “connections” plan, AIM will become an essential communication brand for Digital Natives.

Digital Natives are going through important transitions and needs a place to share those experiences with their unique trust communities. Our Continuous Conversion stage addresses this opportunity with the creation of an entirely new social networking website where Digital Natives can gain advice from people they trust. This key product development will strengthen the currently tired relationship between Digital Natives and the brand by making AIM a stimulating and pertinent piece of their social and professional universe.

AIM has the opportunity to break new ground in social media. This vision can be obtained with the guidance of Chariot.

32

SourcesBooks: Convergence Culture: Where Old and New Media Collide; Henry Jenkins, The Copy Work Shop; Bruce Bendinger, Hitting the Sweet Spot; Lisa Fortini-Campbell, Ph.D. Juicing the Orange: How to Turn Creativity into a Powerful Business Advantage; Pat Fallon and Fred Senn, Millennials and the Pop Culture; William Strauss and Neil Howe, Mind Your X’s and Y’s: Satisfying the 10 Cravings of a New Generation of Consumers; Lisa Johnson, Quarter Life Crisis; Arden Kaywin, The World According to Y; Rebecca Huntley.

Websites: www.abcnews.com, www.aim.com, www.ask.com, www.aqaba-sem.org, www.bebo.com, www.blackenterprise.com, www.blogger.com, www.burstmedia.com, www.cbr.com, www.census.gov, www.citynews.ca, www.clickz.com, www.comnews.com, www.comscore.com, www.coolhunting.com, www.demographics.com, www.dmwmedia.com, www.eweek.com, www.facebook.com, www.findarticles.com, www.forevergeek.com, www.geeksugar.com, www.google.com, www.govtrack.us, www.iconoculture.com, www.identityblog.com, www.informationweek.com, www.linkedin.com, www.marketingwonk.com, www.marketwatch.com, www.mercurynews.com, www.microsoft.com, www.mine-control.com, www.msn.com, www.msnbc.com, www.mtv.com, www.myspace.com, www.ncls.org, www.onestat.com, www.prgb.com, www.quarterlifecrisis.com, www.socialmedia.aol.com, www.talentzoo.com, www.techcrunch.com, www.todayswoman.net, www.uva.co.uk, www.wikipedia.com, www.xanga.com, www.yahoo.com, www.youtube.com, www.ypulse.com.

Blogs: www.adliterate.com, www.chromainc.typepad.com/chroma_inc, www.collectivethoughts.org, www.falkow.blogsite.com, www.fallontrendpoint.blogspot.com, www.farisyakob.typepad.com/blog, www.garethkay.com, www.henryjenkins.org, www.kanyeuniversecity.com, www.russelldavies.typepad.com, www.staufenberger.typepad.com/repository, www.wordpress.com, www.zephoria.org/thoughts.

People: Henry Jenkins, Lisa Johnson, Ross MacMillan, Cassie Pruett

Podcasts: Ad Age Audio Reports, The Connected Generation, Generation Y, Gen Y Marketing, Y Talk Radio, Ypulse Casts.

Publications: Access Review, Advertising Age, Adweek, The Australian, B2B, Boston Globe, Brandweek, Business Week, Business News, CyberPsychology and Behavior, The Daily Record, Forbes, Forrester Agency, Fortune, Indianapolis Business Journal, The Information Society, Intellectual Property and Technological Journal, The International Herald Tribune, Media Life Magazine, MediaPost, Media Week, Never Ending Friending: A Journey into Social Networking The Connected Agency report; The New York Times,Newsweek, PC Magazine, The Pioneer Press, Promo Magazine, RCR Wireless News, Social Science Quarterly, The Star Tribune, Television Week, Times, USA Today, The Wall Street Journal.

Resources: Business Source Premier, The Center for Information and Research on Civic Learning and Engagement, EBSCO Host, Encyclopedia of Major Marketing Campaigns, Getty Images, iStock Photo, LexisNexis, Mintel Market Reports, MRI, Nielsen Media Research, PEW Internet and American Life Project, Simmons Market Research, SRDS.

PresidentsCarina EnbodyMichael Tsang

FacultyAdvisorHoward Liszt

SpecialThanksJohn Eighmey

Earl Herzog Jennifer Johnson

John RashAl Tims

John Wirtz

TheChariotConnectionsTeamMaddison ArnoldStephanie BakkumJacey BergDaniel Paul DavisDawn DoyleLindsay DoyleAnne ElliottSarah EslynPatrick FoulksMonika FrechKathryn GlinianyClaire GoebelJames HagenLauren HartmanEmma HoaglundAlicia HouselogCassie HoweMary HughittAmanda Issacson LeaderLibby Issendorf LeaderLindsay JohnsonTyler JonesSara KalinoskiRobyn KennedyRyan KibbeDan Kunitz LeaderErin Lamberty LeaderErin LavignaJeanine Lilke LeaderTera MadiganRussel MantioneMeghan McGregorEric McPherson LeaderNellie MurrayAmanda ObergDanielle OuelletteChris PearsonJake PerronSarah Poluha LeaderStephanie RowcliffeTravis RoznosCassi SmileyKelly StelznerBreanne SubiasLauren Sudbrink LeaderEmma WiednerMattie WinistorferCydney Wuerffel