GoDaddy and the .Miami domain registry have been teaming up to market .Miami domain names using a variety of channels. One attention grabbing tactic was seen by thousands who attended the Miami Dolphins NFL game this past Sunday.
As you can see from the photos above and below, a small airplane flew around Sun Life Stadium in Miami, Florida with a banner advertising .Miami domain names available at GoDaddy for “40% off.” The banner was part of a larger marketing effort being undertaken by Minds & Machines, the operators of the .Miami domain extension, and GoDaddy.
Since .Miami launched earlier in October, I understand that GoDaddy has been advertising via local radio commercials, search engine marketing, website placements, and social media marketing. The airplane banner will be seen at various Miami events, but this is the only Dolphins game for the banner. Obviously, it would not be feasible for the company to track the results from this banner and other general advertising like this.
In less than a month since .Miami launched, just over 11,000 .Miami domain names have been registered. GoDaddy has just over 50% of the .Miami registrations, according to nTLDStats.com.
Michelle Hedtke, Director of Product Marketing, Domains at GoDaddy, commented on the aerial banner: “Since .MIAMI is a great geographic domain name, we’re able to advertise in different ways. The aerial signage gave us some good visibility during an exciting football game.”
I reached out to Antony Van Couvering, CEO of Minds + Machines, and here’s what he told me about .Miami and this campaign:
“Minds + Machines made it a priority to work closely with different registrars to address different sectors of the very diverse .MIAMI market. By far our biggest and most successful co-marketing partnership was with GoDaddy — we both see the very real value of this fast-growing and vibrant city. We really wanted to do innovate, attention-grabbing marketing and in GoDaddy we found a perfect partner. As a result, I believe we’ve executed the most cost-effective marketing campaign for any geo TLD launched to date. The fly-overs are just one example of a number of things we did together to let Miami know we’re both here, and here to stay.”
.Miami domain names do not have nexus requirements, and they are available for sale to anyone. As you can see, they can be registered at GoDaddy and other domain name registrars.
If you see any co-operative marketing efforts like this, please let me know. I think it’s neat to see and I’d be happy to share them.
Thanks to Colin Campbell for sharing this on Twitter.
You can barely see there is a dot before Miami so how can people 3,000 feet below see it.
In marketing campaigns like this you don’t need to show discounts either especially when it takes up half the banner. Marketing Fail.
Maybe they only care about branding “Miami Domains?” If someone looks that up in Google or GoDaddy for that matter, they will find .Miami.
Just an observation.
I was at the game and I saw it pretty clearly.
But of course, you know what you are looking at/ for…
Exactly.
I would say 1% of .01% actually care about domains on Gameday, as stated above just looks like Miami Domains
Great idea, but that dot before MIAMI sort of got lost. Maybe next time.
Surely a simple http://www.godaddy.miami would have been more effective. Seeing the name in use is far more impactful to consumers. You win in two ways here; one, the brands of GoDaddy and the Miami domain name are highlighted and two, consumers actually understand that it is a domain name. The “www” is vital in this understanding…