New gTLD .CANCERRESEARCH went live yesterday. It is registered by Australian Cancer Research Foundation (ACRF). .CANSCERRESEARCH is not technically a dot-brand, however, for now it is unclear whether registration for the third parties is ever be opened. Anyway, at the moment no registrar offers domain in the .CANSCERRESEARCH domain zone.
Using this fact, ACRF together with the provider ARI Registry Services and an advertising agency M&C Saatchi implemented an extremely interesting concept of using the domain zone. More than a dozen of sites are launched within the domain, the visitors can find out more about cancer research, become familiar with the specifics of different types of cancer, make a donation, etc. The design of all these resources is done in the same style. And if a user does not look at the address bar when following the links, he will remain fully convicted that he is browsing through the same site, moving from section to section.
The idea is obviously not new. The novelty lies in the fact that it is the first attempt to Новизна состоит в том, что впервые предпринята попытка, по сути, превратить в единый transform a whole domain zone into a webpage. Experts value the idea of ACRF highly. According to them, .CANSCERRESEARCH could be a role model for dot-brands. Many of them are registered by large companies that have way more financial resources that a charitable foundation. However, there are almost no examples of an impressive and effective usage of dot-brands.
«The usage concept of this domain is quite unusual, there were no examples like this before. All webpages are linked together and form a single structure - such projects are usually located on the third level. Similar mechanics are thought to be used for dot-brands as well, however there are almost no examples of successful implementation. Probably, usage of the top-level domain to create a single resource can attract more attention to the problem», commented on this news Marina Nikerova, senior deputy director at Technical Center of Internet.
