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Digg Ads: Can Marketers Create An Artificially Viral Rockstar?

With the announcement of Digg Ads last week, everyone’s wondering how to get the most exposures for the least money. As your refresher if you missed the first announcement, Digg ads behave just like Dugg content; users can vote them up or down. The more users like the ads, the more often the ad displays but the less it costs per display.

Subservient Chicken

Clearly the trick here is to create something that will “go viral.”

Co-founder Kevin Rose spoke to AdAge about whether this is possible.

“People are already doing this on Digg with all kinds of commercial content. There are tons of examples, like the recent Intel “Rock Stars” TV ad that got more than 1,500 Diggs. I think our audience is OK with the idea of advertising when it’s relevant or useful or interesting,” he told Michael Learmonth. “I think if advertisers take a look at the type of content that is on the Digg home page and try to appeal to the community, they’ll come up with some good stuff.”

Of course, he wants advertisers to think that. But if it was that easy to create a viral marketing campaign, why would you need to pay for it, hmmm?

This system is going to be less useful for the totally rockstar ad campaigns&#151Subservient Chicken et al—and more for the marketers who don’t want to be in the top 0.1% of ad campaigns. With Digg’s system, originality is rewarded and obnoxiousness is penalized, but you don’t have to create a rockstar.

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