AOL Launches Campaign to Promote In2TV

AOL has kicked off a new campaign to promote some very old TV shows.

A flurry of Internet, billboard and radio placements will generate awareness and traffic for In2TV, the portal’s new broadband channel featuring TV classics from the Warner Bros.’ vault. The new ad-supported site features episodes of old programs like “Growing Pains,” “Kung Fu” and “Welcome Back Kotter.”

The online portion of the new campaign will launch May 4 and include an instant win game that invites people to watch a clip from a classic show, then answer a trivia question about it. Correct guessers are entered to win a number of TV and technology-related prizes. Ads promoting the game will appear across the AOL network, including on AOL.com, Mapquest, Netscape and Moviefone.

The effort also includes billboards in New York and Los Angeles, plus CBS Radio placements in 10 markets.

Hill Holliday handled creative, which consists of an animated potato watching In2TV on a laptop. The ads’ tagline: “Online. Anytime. Always Free.”

In2TV launched in March with a roster of advertisers including Intel, Kia, Kraft and Hershey. If it turns out to be a hit with TV buffs, the site could generate precious in-stream ad inventory.

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