Radix, a leading registrar of new generic top-level domains has marked another success of its .STORE domain. The total number of views of its advertisements in social networks exceeded 500 million. According to the CircleID, the domain primarily owes this achievement to the most popular Youtube blogger Jimmy Donaldson, better known as MrBeast. Their partnership began way back in 2023, when MrBeast transferred his on-line shop site from the shopmrbeast.com to the mrbeast.store.
Since then, MrBeast released two videos devoted to .STORE on TikTok, which garnered in aggregate about 290 million views. Together with views of .STORE advertising videos on its YouTube channel and other social networks, the total number of views of the domain's advertising campaign exceeded some 500 million. For comparison, the last Super Bowl (the final game of the US American football championship) attracted a record television audience in history — almost 128 million people. And this is three times less than the .STORE advertising campaign audience.
“This milestone highlights how powerful culturally relevant collaborations can be in driving awareness and adoption. Partnering with MrBeast has significantly amplified. STORE’s visibility and reinforced its position as the preferred TLD for selling online,” Arjun Pande, Senior Director of Brand Marketing for . STORE at Radix commented on the situation.
It's difficult to disagree with that. Launched in 2016 during the first phase of ICANN's new generic domain program, the .STORE domain now leads the online commerce market. Names in this domain zone are used for the websites of many leading brands and celebrities, including not only MrBeast, but also, for instance, soccer player Cristiano Ronaldo (cr7fragrances.store) or singer Rihanna (rihanna.store).
