AOL Creates a Mini ‘Home’ to Offer Service Education
To bring its online capabilities to life, AOL embarked on a whirlwind tour of Cleveland, Philadelphia and Seattle, hitting 145 events in just under three months.
The campaign was built around a mini “house” with three vignettes—a child’s room, entertainment center and kitchen. Trained staff demonstrated the service, customer service personnel fielded questions, and, for the first time at an AOL consumer event, the company added staff to answer concerns from existing AOL members.
Photo booths in each room allowed visitors to email and print their images. Bands such as SheDaisy and Jet played at some stops, and pro football players stopped by for interviews that AOL later webcast. Street teams and a costumed version of AOL’s Running Man mascot spread the word in each city.
AOL reported more than 165,000 direct consumer interactions as part of the campaign, $1.5 million in incremental media value, and increased traffic to its CityGuide sites.