Fashion brand buys 100 domain extensions, creates website for each

domainking131

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British footwear brand Butterfly Twists, working with Fred & Farid Shanghai, purchased a boatload of these new extensions including .hiphop, .dating, .holiday, .fail, .photography, .ninja, .sexy, .cat, .cash, .gallery and many others. They then created a specialized site with a theme relating to each individual extension.

To see these individual sites, which include video and other theme-related content, anyone can either type in butterflytwists.(choose an extension) or use the “shuffle” feature on the site that will whisk users away to individualized versions. The approach dovetails perfectly with the brand’s promise of “A Pair For Every Occassion.”
Some of the individual site, such as ButterflyTwists.vegas, house games and award prizes to winners of those games.

This seems to be an excellent marketing technique and may help the company in a big way to develop its brand value.



Source: MarketingLand
 
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