DigDowntown.com was created to target "experiential explorers" on the lookout for one-of-a-kind experiences in downtown Detroit. Facebook and Twitter spread the word socially and encouraged fans to share the love. Radio spots and print ads led more people to the website--and to Downtown Detroit. In five months, digdowntown.com had 16,000 visitors, registering over 82,000 pageviews. Dig Downtown has more than 2,000 Facebook fans. And the numbers keep growing steadily.