The idea is pretty simple — create a space for people to share travel stories, videos and tips. Then build a little brand loyalty to a specific airline. It’s called Facebook — though American Airlines decided to buy a different URL.

American hopes it can recreate the networking craze with the creation of BlackAtlas.com, which launches Oct. 15. Of course, pinning up a black hipster (travel guru Nelson George) on the homepage — doesn’t mean you’re going to create brand loyalty, the goal of the airline, according to the Dallas Business Journal.

It really means you’re going to make people have to reregister and hopefully remember a new password.

Good luck, new websites are hard. Trust us, we know.