Crispin Porter & Bogusky “Gets It” for Volkswagen
Usually when I see a newly-created, branded domain name in a commercial using a non-.com extension, I find that the .com was purchased after the commercial went live, frequently by domain speculators hoping to cash in on user errors. Although the lost traffic is arguably light, it’s still enough to warrent purchasing the .com of the domain name for around $7 and forwarding any traffic to the intended website.
I saw a commercial tonight for Volkswagen, and it encouraged viewers to visit the website, RoutanBoom.org. I was curious to see if they purchased the .com as well, since this was obviously a uniquely created domain name specifically for this campaign. The good news for Volkswagen is that their advertising agency, Crispin Porter & Bogusky, seem to “get it” when it comes to domain names, and they purchased the .com and .net on behalf of VW.
Thumbs up to CP+B on this smart domain purchase, and also for the new VW campaign, which is receiving positive reviews.
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