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Home » Marketing Foo » Worst Demographic Targeting Ever: Hannah Montana Tickets Given Away on Digg

Worst Demographic Targeting Ever: Hannah Montana Tickets Given Away on Digg

Posted on February 22, 2008 Written by Bill Hartzer

Digg   Hannah Montana
I usually do not make it a habit of pointing out badly implemented online promotional campaigns. However, in this case, I could not help but point out one of the worst demographic targeting that I have ever seen on the web. Hannah Montana tickets are being given away on Digg.

As you know, I am a pretty big fan of Digg.com. I try to get over there as often as I can. For the last few days I could not help but notice the Hannah Montana tickets being given away on Digg. Seriously. I keep seeing an ad for Reliant Energy; if you switch to Reliant Energy then you will have a chance to win Hannah Montana Tickets. Here is a screen capture I made of the ad running on Digg:

Hannah Montana Tickets

Whoever made the decision to run an advertisement for Hannah Montana tickets on Digg.com didn’t make a very bright decision, in my opinion. In fact, I am going to go out on a limb and say that it’s one of the worst demographic targeting decisions that you can every possibly make.

Hannah Montana Tickets

I’m not saying that there are not any pre-teen girls from Texas who hang out on Digg and talk about techy stuff, but the last time I checked, pre-teen girls are not typical Digg.com users:

According to ZDNet.com, “Recent published Digg demographics indicate that the Digg community is 94% male and generally twenty or thirty something techies earning $75,000 or more.”

As you might recall, if you want to advertise on Digg, you need to go through Microsoft. Even Microsoft publishes the demographics on Digg to their advertisers:

These are the key demographic* indicators:

– 66 percent male
– 42 percent 35 to 49 years old,
– 26 percent 21 to 34 years old
– 44 percent with annual income $75K and above
– 68 percent college and above education
– 14 percent professionals
– 10 percent executive or managerial occupation

* Source: Alexa.com, June 2007

Hannah Montana Tickets ad

Nowhere do I see any indication that anyone possibly remotely interested in Hannah Montana or Hannah Montana tickets would be hanging out on Digg. But again, perhaps I might be interested in switching to Reliant Energy and giving the tickets to my daughter. Wait. I don’t have a daughter, I have two sons, aged 7 and 20 months.

I just don’t get it. Someone please enlighten me.

Filed Under: Marketing Foo

SEMrush

About Bill Hartzer

Bill Hartzer is CEO of Hartzer Consulting, an SEO Consulting firm that includes services such as search engine optimization, technical SEO audits, domain name consulting, and online reputation management. As an SEO Expert, Mr. Hartzer frequently serves as an SEO Expert Witness and Domain Name Expert Witness in legal cases worldwide.

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