Late in 2003, AOL launched their completely redesigned teen-centric site, called AOL RED. To introduce teens to the site, AOL and ourselves created a preview experience that quickly immersed teens into the depth, content and design innovations on AOL RED. The RED Preview is pure eye-candy showing RED’s dramatic new design in quick cuts—like fast-paced movie trailer. The movie was designed using original music that carries the user through the vast array of content. Not only were teens going to AOL RED from the trailer, traffic increased over 1,000 percent. Once, teens were there, page views went from 10 million to over 80 million and minutes per unique visitor are up over 100 percent.