To celebrate the launch of the new “spectre” james bond movie, sony created a game and hosted it under a new dot brand :

Sony dot brand

Sony new gTLD site – assistmoneypenny on new dot brand

I believe this is a great demonstration of what can be done on new gTLD for a brand, to leverage short term benefits, visibility and gain experience, for several reasons :

  • This is a promotional campaign site, not core to Sony’s industry. This is exactly dot brands should start – The risks are limited, benefits are clear and learnings are huge.
  • There is a really campaign and actions, not a simple “test”
  • There is true genuine content that makes this pilot really worth studying
  • There are inbound links, sitemaps, etc.. , so this a really a full experiment

There are local sites per country. The domain is known in Alexa, and is ranked 812’915 which is a bit beyond really significant data – but at least, it exists !

Language : Sony used the language in a traditional mode with a 2 character code for language in the URL, just after the domain name, at least in french, german, spanish and polish., or

www. : The site is identified as a web premise because it shows clearly “www.” in google result pages and in the URLs published on communications – except on twitter. Actually, the page without www. does not resolve.

Google : The google SERP tends to show that the EMD – “exact Match Domain” would work for that domain.

dot sony new gTLD pilot


There are 62 inbound links to the website, which is relatively limited for a large company such as Sony, but which still shows that Sony has been trying to carry out the exercise.

Marketing : The link from sony’s corporate website does not state clearly the new dot brand destination.

link from to dot brand


The site is promoted on facebook

sony facebook dot brand post

and on twitter

twitter dot sony new gTLD

and on google plus

sony google plus dot brand post

The game actually calls for customer engagement and some virality, as we can see on that tweet

New gTLD dot brand by sony - viral