An Ode To Digg (And Its Supporting Online Campaign)

loves to Digg.


  Two Weeks For Kina 
  Originally uploaded by kasuya

She loves to Digg so much, in fact, that she’s written a very clever and catchy song about her Digg love. Clearly, Kina’s not alone.

But she’s taken it another step by entering her song, Gotta Digg, in the . The grand prize winner gets their music video aired during the Super Bowl and gets a recording contract with .

[UPDATE: Two kind readers have helpfully pointed out (see the comments below) that Grannis entered another song to the contest, not Gotta Digg.

I’m a bit disappointed because I really like Gotta Digg, but the fact that she composed that song for her online campaign only makes the campaign itself all the more brilliant!]

Kina’s clearly got some marketing savvy in her corner because she’s running a pretty sophisticated online campaign to solicit votes for her video.

In addition to asking for votes at (which is very professionally done, by the way), she has a separate web site for the contest itself: . It is this site that she promotes from her and , where she has 2,820 friends and , where she has 850 friends.

She’s hosting her at , where, as of this writing, her 93 contest campaign photos have been viewed more than 900 times. Her only slip at Flickr is that she’s wearing a . Oops.

Naturally, her video five times and, as of this writing, has been Dugg 10,734 times.

As of this writing, since Grannis uploaded her Gotta Digg music video to her YouTube account on December 23, the video has been viewed 124,234 times, boasts four out of five stars from 1,438 raters, has been marked as a favorite video by 729 YouTube users, and received 462 comments.

Those numbers are not surprising because the video is number 3 on YouTube’s , is the this week, and the today.

As of this writing, citing "gotta digg," most of them posted within the past 24 hours. That’s pretty remarkable, considering the time period is Christmas Eve and Christmas Day. , meanwhile, within it’s universe of registered blogs, but among those are highly influential blogs like , and . These posts are likely to inspire many more posts about the video down .

Kina Grannis is either one Internet savvy kid or she’s got some very smart online marketers working on her behalf. Regardless, I would not be surprised at all to see her win the contest.

Oh, yeah; here’s the video:

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About David Erickson

David Erickson is principal of e-Strategy Media, a digital marketing consultancy based in Minnesota. David has extensive experience in digital marketing and is often used as an expert source by media and asked to speak on the topic before organizations and to sit on panel discussions.

6 Comments

  1. Anonymous on December 25, 2007 at 9:37 00 pm CDT

    Her entry for the Crash the Superbowl contest is “Message from Your Heart” (found on http://www.twoweeksforkina.com and http://www.crashthesuperbowl.com), not “Gotta Digg”



  2. Anonymous on December 25, 2007 at 2:37 13 pm CDT

    Her entry for the Crash the Superbowl contest is “Message from Your Heart” (found on http://www.twoweeksforkina.com and http://www.crashthesuperbowl.com), not “Gotta Digg”



  3. Anonymous on December 25, 2007 at 9:56 00 pm CDT

    She didn’t submit this song for the contest. She submitted a different song: Message From Your Heart.



  4. Anonymous on December 25, 2007 at 2:56 04 pm CDT

    She didn’t submit this song for the contest. She submitted a different song: Message From Your Heart.



  5. Somebody on December 26, 2007 at 12:03 00 am CDT

    “Gotta Digg” was a little song that she made for one of her daily blog entries. She actually entered “Message From Your Heart” into the Doritos contest. It’s really good, too!



  6. Somebody on December 25, 2007 at 5:03 20 pm CDT

    “Gotta Digg” was a little song that she made for one of her daily blog entries. She actually entered “Message From Your Heart” into the Doritos contest. It’s really good, too!