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Article: EarthLink Slings Mud at AOL in Marketing Battle.
- Article from:
- Los Angeles Business Journal
- Article date:
- December 20, 1999
- Author:
CopyrightCOPYRIGHT 1999 CBJ, L.P. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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In the history of corporate marketing, a host of companies have implemented "Us vs. Them" campaigns to attract customers: Coke vs. Pepsi, Hertz vs. Avis, AT&T vs. Sprint vs. MCI vs. everybody else.
In the Internet realm, a similar contest is brewing: EarthLink Network Inc. vs. America Online.
Earlier this month, Pasadena-based EarthLink debuted its "Opt Out of AOL" campaign, aimed at disgruntled AOL customers.
Every AOL customer who switches to EarthLink will receive one month of free service, a sequence of "change of address" e-mail notifications and a handbook entitled, "For AOL Graduates." In addition, EarthLink will donate $50 to the ...