eBay has brought on a new pitchman for its bidding network on America Online: an instant messenger "buddy."
The online auctioneer has introduced an interactive agent to promote eBay with a limited number of AOL AIM users. Launched last week, the agent, called My eBay Buddy, can be added to AIM"s "buddy list"; it interacts with people by answering basic questions about the auction site. For example, AIM users can find out how to sell items, register on eBay or search for merchandise.
The buddy"s chief occupation, however, is to direct AOL users back to eBay"s Web site to boost auction participation by AOL"s 34 million members.
By adding IM as a promotional tool, eBay can appeal to a widening core of people using instant messenger to chat with friends, get information or navigate the Web.
eBay is only the latest company to tap instant messaging for commercial purposes. Music behemoths including Warner Bros. Records and Capital Records have used IM to promote artists and newly launched records.
The buddies have proved popular with teens. Last month, teen site ELLEgirl.com introduced an instant messaging tool, dubbed "ELLEgirlBuddy", targeted at teenage girls, with great success. Since its launch Feb. 19, the agent has drawn nearly 300,000 unique users, according to its creator, New York-based ActiveBuddy.
The interactive agent -- which provides information on news and trends in fashion, entertainment and beauty -- has also been effective at driving traffic to the ELLEgirl.com Web site. From January to February, traffic to ELLEgirl.com leaped by 83 percent, according to ActiveBuddy.