Fashion Brand Buys 100 Domain Extensions, Creates Customized Site For Each

The .com extension is celebrating its 30th anniversary this week. Remember when there was only .com, .edu, .net, .org and a handful of others? Now there are hundreds.

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 ands 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.

Here’s a couple of videos highlighting the feature and campaign approach:

The brand is promoting the new sites on its Facebook page:

In addition, the brand hosted a breakfast for British lifestyle and fashion bloggers at the Ham Yard Hotel in Piccadilly to kick off the campaign. Its likely hopes that they would share information about the launch — and therefore spread the word about it — were definitely fulfilled.

Olivia Grace, who blogs at whatoliviadid.com, has 24.4K followers on Twitter; AJ Odudu has 23.5K; and Ms. Toni Jones has 3,887 followers.

Shoes and pastries at the @butterflytwists breakfast! What more could a girl want? #AnytimeAnywhere pic.twitter.com/xHPdRNNZsB — Olivia Grace (@livpurvis) March 18, 2015

New post! My wardrobe staples & an introduction to @butterflytwists… http://t.co/cFSfWPCjDA #AnytimeAnywhere pic.twitter.com/lNszuRzFVz — Olivia Grace (@livpurvis) March 19, 2015

Gorgeous shoes and yummy breakfast @ButterflyTwists #AnytimeAnywhere @Ham_Yard

These camo shoes hide a secret. Fold-up fashion from @ButterflyTwists #anytimeanywhere #shoes #style #ss15 #flats pic.twitter.com/njYG5xOvET — Toni Jones (@Ms_ToniJones) March 18, 2015

And in typical “shiny new object obsession,” the agency used Meerkat to introduce the new sites:

In 4 minutes: #AnytimeAnywhere #meerkat http://t.co/nVHIDCl8U0 — FRED & FARID GROUP (@FredFaridGroup) March 20, 2015