How one website's name get mentioned in all the world's newspapers for $150,000?

First, I would like to say that this has nothing to do with porn. I don't own porn website, nor am I interested in owning one. This is a small case study, and it will show you how to get minimal cost and maximum benefits in your Public relations (PR).

Background: I was reading some newspapers, and I saw an interesting headline which said: "Porn Website Offers $150,000 for Arnold Schwarzenegger Sex Pictures"

I don't read celebrity/gossip pages in newspapers, but this got my attention. Apparently a photo of Arnold Schwarzenegger naked (or whatever) was found, and the website named youporn is offering $150,000 for it.

That story was in every newspaper in my country.

I went to the internet. There are so many celebrity gossip websites out there, and this story was in most of them.

What happened? This is a brilliant PR strategy. Can you imagine how much it would cost to buy an ad in 5-10 famous celebrity/gossip websites. Obviously, it would be expensive. Plus it would be impossible for that "type" of website. I'm not sure if they really bought that picture or not. But they've got a free advertisement in every newspaper, and in all the gossip websites too. The value of this is far beyond the $150,000.

What we can learn from this? Key lessons?1. The familiar is powerful. This story would mean nothing if it wasn't Arnold Schwarzenegger's name in it.

How do you increase the chance that news editors will even open up your email, and that the word will spread like crazy? Connect your website's message with the familiar. Create something that they will beg to share.

2. Surprise have an impact on viral marketing. If you do something unexpected, (like picture of naked man for 150,000 dollars) something that will generate surprise, people will much more likely to talk about your brand.