One fine day as I was reading one of my favorite technology websites, Slashdot, I came across an intriguing story about an eccentric east coast inventor's mysterious new secret invention which, according to such notables as Steve Jobs and Jeff Bezos, would radically change the world. We were given just a few intriguing hints as to what "it" could be and from that point on, it became the object of rampant internet speculation.
Numerous sites popped up that purported to solve the mystery, lampoon it and discuss it. There was much speculation that the device would fly or run on water or achieve some other "holy grail" of engineering. Being something of a geek myself, I also pondered the problem and came up with my own theory of what the damned thing might be. Because my site was non-commercial (I did finally place Google ads there a year or so later), fairly thoughtful and, perhaps most importantly, executed quickly, it attracted considerable public and media attention.
I was quoted on Business 2.0's website, my graphic appeared in countless foreign print and online publications and, only one week after I put the site online, I was quoted in the Sunday New York Times "Week in Review" and they even included my URL! To date, I have had over 35,000 unique hits and am still getting hits every day. This was done with minimal effort and zero expense.
What does it all mean?
As with any multimedia project, maximum exposure and reach depends on getting to the market quickly, providing the content that people are looking for and doing it without obvious ulterior motives. When the New York Times called me, it was clear that they were scrambling to get up to speed on the story--they didn't want to talk to people whose only objective was to get clicks and sell ads, they wanted to talk to someone who had put some thought into the thing and cared about the story. I provided the reporter with several URLs and some factual background based on my own casual research.
I also learned a lot about how the various search engines work. About the only thing I did to get the site "out there" was post brief messages on a couple of key boards where Ginger was being discussed. It was an amazing experience to post a message to Yahoo Discussions and watch the hits roll in. When I work on your media project, either in production, post-production or as a consultant, I'll bring the same tactics and knowledge of how the media works to bear. We'll do everything we can to connect your content with the people who want to see it.
The Italians "borrowed" my image: