Dave Matthews to Kick Off AOL 9.0

Crash may be an ironic song to use to unveil a new piece of software but the ISP plans a big marketing splash to coincide with the launch of the new 'AOL 9.0 Optimized.'

As part of a big marketing splash to coincide with Wednesday’s launch of the new “AOL 9.0 Optimized,” America Online announced a major freebie for its broadband subscribers — live video access to the Dave Matthews Band’s Central Park concert.

The company said ‘AOL for Broadband’ subscribers would get VIP access to “Dave Matthews Band in Central Park — The AOL Concert for Schools.” AOL members with a dial-up connection would also get access to a live audio broadcast of the event via the Radio@AOL service. A low-resolution video stream for narrowband users would also be available, the company said.

The freebies are part of the company’s release of the new “AOL 9.0 Optimized” service, which has received upbeat reviews from analysts buoyed by the ISP’s dual strategy of building broadband subscribers while managing the erosion of its dial-up base as online audiences switch to high-speed services.

In addition to giving away access to the big Dave Matthews Band concert, AOL said fans on the Web would also be able to access a live audio stream from the AOL Web site. Select Infinity Broadcasting stations across the country will also be broadcasting the full concert live, the company said.

With a two-pronged plan to keep dial-up subscribers while offering a carrot for broadband content, AOL has also purchased the entire press run of the New York Post. On Wednesday, New Yorkers will receive a free copy of the newspaper with a free CD-ROM insert containing the newest AOL version.

The CD-ROM that comes with the New York Post giveaway will also include a video for Dave Matthews’ “Gravedigger” alongisde two concert videos, “Grace is Gone” and “Tripping Billies.”

AOL said the Dave Matthews Concert, sheduled for Wednesday evening in Central park, will raise more than $1 million for schools in the Big Apple.

The newspaper marketing push will also include free trials of the MusicNet paid download music service.

— Erin Joyce contributed to this article.

Subscribe to get your daily business insights

Whitepapers

US Mobile Streaming Behavior
Whitepaper | Mobile

US Mobile Streaming Behavior

5y

US Mobile Streaming Behavior

Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...

View resource
Winning the Data Game: Digital Analytics Tactics for Media Groups
Whitepaper | Analyzing Customer Data

Winning the Data Game: Digital Analytics Tactics for Media Groups

5y

Winning the Data Game: Digital Analytics Tactics f...

Data is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...

View resource
Learning to win the talent war: how digital marketing can develop its people
Whitepaper | Digital Marketing

Learning to win the talent war: how digital marketing can develop its peopl...

2y

Learning to win the talent war: how digital market...

This report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...

View resource
Engagement To Empowerment - Winning in Today's Experience Economy
Report | Digital Transformation

Engagement To Empowerment - Winning in Today's Experience Economy

1m

Engagement To Empowerment - Winning in Today's Exp...

Customers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...

View resource