Kina Grannis loves to Digg.
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 Doritos Crash the Super Bowl music video contest. The grand prize winner gets their music video aired during the Super Bowl and gets a recording contract with Interscope Records.
[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 her official web site (which is very professionally done, by the way), she has a separate web site for the contest itself: TwoWeeksForKina.com. It is this site that she promotes from her YouTube account and her MySpace page, where she has 2,820 friends and her Facebook page, where she has 850 friends.
She’s hosting her contest campaign photos at her Flickr account , 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 Michael Vick jersey. Oops.
Naturally, her video has been submitted to Digg 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.
As of this writing, Google Blog Search lists 267 blog posts 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. Technorati, meanwhile, lists only 18 posts within it’s universe of registered blogs, but among those are highly influential blogs like TechCrunch, Neatorama, and Buzz Machine. These posts are likely to inspire many more posts about the video down the long tail.
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:
- Dakota County YouTube Video PSA Contest
- MTV’s Online Music Video Marketing Strategy
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- links for 2007-12-30