Digg, Cease and Desist, a Number and the best viral marketing ever…all by the MPAA

2 May

By Jeffrey Buechler

In case the whole 2.0 thing is not you, and if you don’t Digg, let me recap. Yesterday, Digg.com underwent a user rebellion. Digg, after the MPAA recieved a cease and desist order after a 16-digit hexadecimal number that is used to lock up HD-DVD movies was discovered by Doom9 message-board poster muslix64, who was thwarted in his attempt to play his lawfully purchased HD-DVD movies because of failure in the anti-copying system.

Digg then removed all articles relating to the #, and terminated the accounts of those who had posted to the story. This resulted in the Boston Tea Party of internet rebellions.  Users of the site accused Digg of pandering to the MPAA, and the HD-DVD manufacturers (Digg had accepted advertising from them in the past).

Digg users then went on a crusade to ensure that every front page post made reference to that number ( 09 F9 11 02 9D 74 E3 5B D8 41 56 C5 63 56 88 C0 ).

Digg users had long suspected Digg editors of removing content they did not agree with and the MPAA issue quickly grew to encompass the perceived censorship.

At 9PM last night, Kevin Rose, Digg’s founder, posted about this on the Digg blog, and said that he would no longer take material down, even though Digg might be brought down by it.  The Digg community seems to have accepted Kevin’s stance and has quieted down.

Today there are over 36,000 indexed pages on Google for the banned number. I think it is safe to say that the MPAA has created the most effective viral campaign ever.


2 Responses to “Digg, Cease and Desist, a Number and the best viral marketing ever…all by the MPAA”

  1. Idetrorce December 16, 2007 at 2:02 am #

    very interesting, but I don’t agree with you

  2. surgesilk December 17, 2007 at 10:58 am #

    Don’t agree its the most effective viral ever? About its moral correctness? I don’t ask that you agree…only that you blindly acknowledge my opinion is the correct one and that you are a poopy head.

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