NetNames: Cybersquatting issues jumping
The challengeNetNames manages domain name portfolios for thousands of companies including around one third of the FTSE 100 companies, ensuring that companies’ products and brand names are as protected online as they are offline. Incredibly, despite the Internet and broadband being part of our everyday lives, many top brand names overlook this important aspect of brand management and fall victim to cybersquatting.
Domain name abuse poses a serious threat to a brand name online and NetNames’ services offer complete portfolio management in order to protect against organised criminals and individuals behind this growing phenomenon. Yet, despite the seriousness of the issue, the topic of domain name abuse alone lacks major newsworthy appeal.
Against this backdrop, Hotwire was briefed with the task of raising awaress of this modern day branding issue and moving the conversation from a pure trade story to one that would gauge interest at a national level.
Campaign
Hotwire conducted extensive research online to understand the extent of the phenomenon – was it purely limited to company’s brands? The analysis concluded that those most vulnerable to cybersquatting were often celebrities, picked by opportunist individuals seeking to capitalise on their oversight.
Following this research Hotwire devised a campaign highlighting that cybersquatting was not a ‘dotcom boom’ phenomenon by using celebrities, politicians and organisations to help bring the issue out of the IT/marketing department and into the mainstream press.
On an ongoing basis, Hotwire kept a close eye on the news agenda, again watching for potential stories that would have a cybersquatting angle. Using this formula Hotwire worked with NetNames to develop rapid response media alerts on these issues targetting the national, media and IP trade press.
After three years of running the campaign, it’s clear that a number of celebrities, brands and organisations have fallen victim to cybersquatting, including:
- David Cameron (WebCameron.info cybersquatted by UKIP in October 2006)
- Prince William & Kate Middleton mania (willsandkate.com taken by royal watcher in
November 2006)
- X-Factor Winner (Leonalewis.net put on eBay by fan in December 2006)
- David Beckham move (Cybersquatting frenzy as people register every combination
with lagalaxy in January 2007)
- Levels of cybersquatting around Euro 2008 (June 2008)
- Wall Street bank mergers (newly merged Bank of America Meyrill Lynch domain
name is cybersqatting and sold on eBay in September 2008)
- George W.Bush (fails to re-register domain name in November 2008)
Outcome
The campaign generated a significant level of coverage for NetNames across the world and over three years, generated over 250 pieces of coverage including consistent stories in The Guardian, The Times, Financial Times, The Sun, BBC Online, Sky News and Reuters.
NetNames has continued to use this coverage to help with profile raising and ultimately to assist in securing further blue-chip clients. Current clients include Unilever and NetNames now look after the domain name management of its iconic brands online including Dove, Surf, Cif, Knorr and Vaseline.
