Dive Brief:
- British footwear brand Butterfly Twists is fully embracing the hundreds of new domain extensions now open.
- Butterfly Twists purchased 100 domain extensions—like .hiphop, .dating, .holiday, and .photography—for it's #AnytimeAnywhere campaign.
- Each site is individually branded for certain styles of footwear. The sites can be viewed on a "shuffle" feature on the main site.
Dive Insight:
Because this is the first time that this many domain names have been available, brands are still discovering the possibilities that come with the new options. Butterfly Twists' experiment will discover if separate branded sites help its overall marketing progress.
