2008 - AOL Instant Messenger 

Challenge: AOL Instant Messenger (AIM) is currently the leader in the Instant Messaging space. Our goal is to build upon that success and converge the AIM and Social Media spaces in the consumers mind. For the last decade, AIM has been associated with messaging and your buddies. We want to extend the brand value we have achieved through messaging and expand it to our broader set of products in the social networking arena.
Using a combination of traditional and nontraditional forms of advertising, develop a $25 million marketing and strategy plan for September 2008 August 2009 targeting men and women, ages 18 24.
Special focus should be placed on leveraging nontraditional marketing vehicles (viral, online, etc.) in order to reach the target demographic and optimize the budget. The campaign should fit with historical brand personality as suggested by brand positioning and attributes, and the budget provided should cover any investments needed for research, creative development, media buys, production, promotions and public relations.