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Name.com Works Around the Quandary of Promoting .XXX
Oct 21, 2011 (04:10 PM EDT)


DENVER, Oct. 21, 2011 /PRNewswire/ -- It's not often that the vice president of an operation asks his employees to make a triple-X video, but that's what they did at Denver-based domain registrar, Name.com. The videos they're making aren't of the XXX you might be thinking of. These are for .XXX, the new voluntary web extension for pornographic websites. Paul Carter is the VP in question, and he says people have come to expect creativity from Name.com.

"We have so many people who have just now learned about us that we have to work hard and keep coming up with new ideas," says Carter.

Name.com isn't the biggest player in the domain and website industry, but they're growing. The first .XXX video they did quickly jumped to 1000 views. That one was simple, a glimpse of how awkward it can be talking about the new web extension, but this new one is a full production, or as full as a bunch of people working nonstop on customer support, web development and product management can make it.

"So we've got three customer service representatives, four guys from development and pretty much everybody in ops working on a clever video to let people know we now have the new .XXX domain," says Jared Ewy, the Name.com Community Evangelist.

"Some might say it's X-X-Xtra difficult," he continues, wincing at the wordplay.

It's what the folks working behind the scenes at Name.com have to do to make this delicate topic much more approachable. They leverage their social media channels to let their customer base, many of which fled from GoDaddy because of its objectionable marketing content, know they haven't gone the way of .XXX. Rather, that it's an important extension that business owners need to know about.

The new .XXX domain extension offers registrations for anyone in the adult community, but it is also being marketed to trademark owners. The same way people have protected their trademark across other TLDs such as .com, .net, and .org, now they can defensively register .XXX to ensure their brand isn't associated with inappropriate content.

The shoot begins and it goes great, until they realize they weren't actually recording. Yes, this is low budget, but this commercial is more involved than your typical online fare. It's one continuous shot throughout the Name.com office with people from every department choreographing references to XXX without actually referencing XXX. You'll have to see it to get it, but it's how Name.com wants to market their products, from the perspective of their fun and creative office culture. Carter says there are many benefits to an .XXX registration, but no one is going to buy one from a company they don't like or trust.

"We've always been about being open, honest and friendly," says Carter. "We know how important .XXX is going to be for the adult industry and trademark owners, but we also want to let people know we're still the Name.com they grown to know and love."

For more information on the .XXX extension please visit name.com/domains/xxx, or click here to submit a pre-order application.

Links to .XXX videos here:

http://www. youtube.com/watch?v=Bb6zdMvbbUM

http:// youtube/Zyzf5N01I_k

Contact: Jared Ewy
jared@name.com
720 202 7184

SOURCE Name.com