Opportunity:

• Promote the release of the .dog domain, a fun subject that could bring attention to the larger Donuts Inc. portfolio of “not-com” domains available to the public.

Solution:

• Co-designed and executed a month-long digital promotion pegged to the launch of the .dog domain, timed with “National Dog Day” on August 25.

• Partnered with Petfinder Foundation to create a .dog website (www.myrescue.dog) that celebrated rescue dogs.

• Users could upload photos of their rescue dogs and cast votes for their favorite. The dog with the most votes won US$100,000 for the rescue organization or shelter of their choice.

• The campaign received targeted syndication over social media and nationwide PR.

• Woven into all messaging, editorial and creative: a celebration of the new “not-com” domain portfolio, especially .dog.

Results:

• Registrations of .dog were among the highest of the year. Awareness and engagement KPIs were incredible: 1) Nearly 40,000 social media shares; 2) 550,000+ votes; 3) Average time spent on the website: 2:15 minutes.