Microsoft Steps Up Anti-AOL Campaign

MSN is banking that the allure of cash will woo America Online subscribers.

Microsoft’s MSN is upping the ante in its fight against America Online for Internet access subscribers, offering a cool $50 to anyone willing to make the switch by the end of May.

MSN said it plans to run television, print and online ads promoting the offer, which is valid for both dial-up and broadband subscribers.

In addition, U.S. Postal Service trucks in key markets — including San Francisco, Atlanta, New York, Chicago, Boston and Detroit — will bear versions of the MSN ad from March 15 to May 15.

Those willing to trade ISPs are encouraged in the ads to visit switch.msn.com for details on the offer, which is paid only after subscribers have used Redmond, Wash.-based MSN’s Internet access service for more than three months.

Spending on the campaign was not disclosed.

“MSN delivers the most useful way for consumers to experience the Web, and we are offering this special promotion as an incentive for consumers to try MSN Internet Access,” said Yusuf Mehdi, vice president of MSN at Microsoft. “We are confident that once consumers experience MSN Internet Access, they will join the millions who have already switched to the superior technology and high-quality service that MSN delivers.”

The promotion is running concurrently with other MSN access deals. For instance, like other ISPs, MSN is looking to woo broadband subscribers with the promise of free activation and a free DSL modem — once users have signed up for a year of MSN Broadband. (Broadband subscribers also have the option of not signing a term commitment contract, but paying $99 for activation.)

As with previous Microsoft “switcher” campaigns, the new effort comes just weeks after an unpopular rate hike by America Online, the principal online unit of New York media conglomerate AOL Time Warner.

In January, the company raised rates for current users of its “Bring Your Own Access” plan — after promising not to do so four months earlier. The plan, rates for which grew from $9.95 to $14.95, affected users of its AOL service who connected via a local ISP. AOL has said it was unsure how many subscribers were impacted by the change.

Microsoft’s campaigns to sway AOL users got their start last May, when MSN took advantage of an earlier America Online rate hike (from $21.95 to $23.90 per month for unlimited Internet access) with a $50 million campaign advertising its own $21.95 per month fee.

The MSN ads, which promised that its rates wouldn’t rise until 2003, also advertised three free months of the service for America Online users that switched over.

In October of last year, MSN reprised the “three free months” offer with a print campaign that proclaimed, “There are just some things you grow out of. AOL is one of them.” Those ads debuted days in advance of a massive AOL Time Warner marketing push behind version 7.0 of its service.

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