Bill Hartzer

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

 
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:

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.

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

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.

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