Domain names are powerful branding tools, a statement of identity, and, in some cases, a stroke of creative genius. Companies like Netflix, Verisign, and Google have leveraged the art of domain name selection to create and enhance their brand presence, streamline user experience, protect their digital assets and launch powerful and effective PR campaigns.
Here are some examples of leading companies creatively utilising domain names to their advantage, setting new benchmarks in digital branding.
Netflix’s Enhances User Experience with Fast.com
Netflix’s Fast.com is a clever answer to a common issue streaming enthusiasts face. Frustrations with poor performance are usually rooted in internet connectivity rather than the streaming service itself. Netflix recognised this challenge and took proactive steps to address it. The core purpose of Fast.com, which offers a speedy and straightforward internet speed test, is remarkably uncomplicated yet highly efficient.
We want our members to have a simple, quick, commercial-free way to estimate the speed their ISP is providing.
Netflix
The domain name Fast.com is short, easy to recall, and perfectly descriptive of the service it provides. The subtle inclusion of the “powered by Netflix” logo at the bottom of the Fast.com page reinforces the connection to Netflix, transforming the platform from a utility tool into a pathway that could lead curious users to explore Netflix’s main offerings, an excellent example of soft marketing.
In the broader context of Netflix’s business strategy, Fast.com aligns perfectly with the company’s mission to deliver high-quality streaming content. It positions Netflix as a thoughtful and user-centric brand dedicated to ensuring that users can enjoy their content without disruptions caused by internet issues.
Verisign boosting brand engagement with YourDot.com and GetA.com
Verisign, renowned for its domain name registration and internet security expertise, employs a notably innovative approach using YourDot.com and GetA.com.
These domains act as comprehensive resources advocating for .com domains. Verisign builds trust with its audience by providing valuable, free information, subtly guiding them from information seekers to potential clients.
The domain name choices underscore Verisign’s knack for effective online communication. YourDot.com appeals to those considering an online presence, emphasising a personalised approach to domain selection. GetA.com exudes action, catering to the simplicity desired in the digital age. These names are easy to remember, enhancing brand recall and engagement.
Google Reclaiming Lost Traffic with Goggle.com
Google expanded its domain portfolio with Goggle.com, a frequent typo made by users attempting to visit Google’s search engine. Goggle.com’s complex history posed a threat to Google’s brand integrity, leading the company to secure related domains like Goggle.net and Goggle.org. Acquiring these domains was challenging, involving a complex arbitration case.
Google’s investment in Goggle.com, Goggle.net, and Goggle.org marks a critical step in safeguarding its brand.
These domains now redirect users who mistype the URL, effectively capturing a significant audience. In July 2022 alone, Goggle.com received an impressive 466,800 visits, according to SimilarWeb, underscoring the importance of these domains in redirecting potentially lost traffic to the correct Google site.
Cirque du Soleil Audience Engagement with Ka.com
Cirque du Soleil, renowned for its spectacular blend of circus arts and street entertainment, has secured the domain name Ka.com for one of its most ambitious productions. Staged at the MGM Grand in Las Vegas, Kà tells a captivating tale of love, conflict, and the duality of Kà —a mystical fire.
Ka spectacle is prominently featured on billboards and banners, and the use of a short domain like Ka.com plays a key role in its advertising effectiveness, ensuring that it’s easily memorable and efficient in directing traffic, offering a stark and advantageous contrast to the more lengthy CirqueduSoleil.com. It is a testament to Cirque du Soleil’s foresight in integrating their online strategy with their artistic vision.
A fitting sight upon arriving in Vegas for @ICADomains conference—a killer 2L .com in the wild. What a fantastic use case! #domains #icavegas pic.twitter.com/8Fcpnxtg0D
— Kate Buckley (@katebuckley1) January 17, 2024
Attracting Attention to Important Causes with MarsSucks.com and Activista
Activista, a forward-thinking creative agency dedicated to fostering positive change through advertising, launched an ingenious campaign for Earth Day 2021 that sparked a global conversation about prioritising our planet. This campaign was a direct response to the growing discourse around Elon Musk’s ambitions to colonise Mars, prompting experts to question if our resources would be better invested in Earth.
On Earth Day, Activista cleverly shifted the spotlight from Mars back to Earth. They strategically placed a provocative message in front of SpaceX headquarters: “Mars Sucks.” The domain name MarsSucks.com played a key role in the success of Activista’s campaign. It got the campaign’s point across in a fun yet straightforward way, grabbing the attention of the audience. The campaign quickly soared in popularity, capturing widespread attention with over 50 articles discussing the topic.
In our interview with the founder Paco Conde, we talk about how the idea for Mars Sucks was born and executed and touch on what brands need to do in order to survive and thrive in a world where consumers are not impressed by pretty packaging and words but hold you accountable for your actions.
Coca-Cola’s Creative Use of Domains in Marketing Campaigns
Coca-Cola shows impressive skills in online branding by smartly collecting domain names for their major products and brands like fanta.com and sprite.com, including versions that are spelt wrong, too. The company creatively uses them in a range of exciting and engaging marketing campaigns.
Two standout examples of Coca-Cola’s inventive domain usage include Ahh.com and ShareaCoke.com. The now-concluded Ahh.com campaign capitalised on the universal sound of refreshment, effectively linking this simple, relatable expression to the Coca-Cola experience. Coca-Cola’s “Ahh” campaign was unique in its approach to domain registration, securing 61 different domain names. These varied from ahh.com to a version with 60 ‘h’s, ensuring that any search with ‘ahh’ leads to their campaign site. ShareaCoke.com revolutionised personalised marketing by enabling customers to customise Coke bottles with their names. The domains offered a direct, engaging platform for consumers, turning the act of enjoying a Coke into a unique and fun experience.
Online presence and user experience are paramount, making the art of domain name selection an important factor in shaping businesses’ identities and achieving their goals. Entrepreneurs’ common mistake is not being imaginative enough with their domain names. Incorporating innovation into domain name selection, whether boosting brand engagement, preventing traffic loss, or expanding the market reach, the creative use of domain names can be a great tool of modern business strategy.
ReadyToFight.com: A Creative Twist in Legal Marketing by Payas Law
Payas, Payas & Payas, LLP has taken a creative leap in their digital approach with the launch of ReadyToFight.com – a bold, relatable statement that immediately communicates its mission.
Selecting a domain name that doubles as both a call to action and a promise, ReadyToFight.com, and backing it with a powerful front-page message – “Injured in an accident? Fighting for justice after an accident can feel like the match of your life, trading blows with an insurance company takes strength, skills, commitment, and endurance. Hire the law firm ready to come out of your corner…swinging.” – effectively cuts through the usual legal jargon to directly connect with those in need.
The strategic launch of ReadyToFight.com as an extension to Payas’ main website, PayasLaw.com, deeply resonates with potential clients. Moving away from the format of a conventional legal domain, ReadyToFight.com communicates in the language of the everyday person. It reaches out to those intimidated by legal battles, providing legal services infused with a determined fighting spirit. ReadyToFight.com emerges as an approachable, action-oriented lighthouse, guiding those seeking justice through the complexities of the legal system.
Simply Health Care Plans’ Innovative Strategy: Transforming Public Perception with Creative Domain Usage
In an article, John Colascione spotlights the creative use of the domain SimplyEnrollNow.com by Simply Health Care Plans, as seen in an advertising banner. The company, which specialises in providing consulting services to Medicaid-eligible recipients in Florida, effectively employs this domain to display its Medicaid enrollment assistance services. SimplyEnrollNow.com acts as a compelling call to action, drawing attention and encouraging immediate response from potential clients, boosting engagement rates and facilitating a direct connection between the company and those in need of its services.
While operating under the Exact Brand Match (EBM) domain SimplyHealthcarePlans.com, the company is also addressing the challenge of poor reviews.
The introduction of SimplyEnrollNow.com, coupled with the omission of “Plans” from the company’s name in the advertisement, possibly signal a shift towards rebranding to Simply Health. This move appears to be a focused effort to refresh and redefine the brand’s image in the eyes of the public.
A premium domain name is a powerful tool for businesses looking to establish a strong and professional online presence. If you’re ready to upgrade your brand and boost your online presence, contact us for more information on our premium domain name options and how they can help your business succeed.
Previous Next