We all know the Digg Effect of a well-timed stunt, but what’s more important is leveraging the traffic for extended media coverage, online and offline. While I haven’t personally seen any offline effect of this event, the online success of Purebuttons.com’s recent ad campaign is obvious.

I’ve used two terms to describe Purbutton.com’s actions that may be arguable to some, but let me explain. I call it a campaign because they spent $1,000 to do it and I call it a stunt because they prepared a press release page about it and the CEO, himself, Jeff Nemecek posted the PR page to Digg. Either way, it’s a brilliant idea. Some may back the idea, while others call it shady.
Here’s what happened:
The popular band Radiohead shook the music world this month when they announced that their latest album would be available for download on their site, but that the buyer could choose ANY price they felt the album was worth, starting at FREE. The buzz about this was loud on the Internet, radio, and television news. Quick on the draw, Purebuttons.com paid about $200 for the album download (they say it was to show their support for the band’s decision) and about $800 for 10 box sets. Then they quickly made the news available to the Digg community via Nemecek’s VERY FIRST DIGG POST. Over 6,000 diggs and plenty of blog posts later, I think it’s safe to call this a success (for now).

The Success:
Obviously, 6,000+ diggs is a great start for Jeff. Digg doesn’t normally convert to sales, ad clicks, or a lot of return traffic, but if leveraged correctly, it can turn into a lot of new inbound links and some good sustained traffic. After the press release broke, it was talked about on a lot of blogs, but what wasn’t talked about much was how Jeff and Purebuttons.com actually bought 6,000+ diggs on Digg.com for a couple hundred bucks.
What’s amazing is that this was Jeff’s first story submission to Digg, he has almost no history on the site, and his story about his own company made it to the front page. Not bad, Jeff. I’m sure a lot of people would give you your $1,000 back for your secret (and those box sets, of course).
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