In March 2010 the Coordination Center launched a joint marketing program to promote the Internet and the domain issues in Russia, to reach out to the accredited domain names registrars. The program focused on a qualitative and comprehensive updating of users and mass media on the Internet’s functioning and domain names registration. The main condition was to ensure that any advertising campaign, promotional or other event held by a registrar was intended to pursue educational objectives and be aimed at end-users.
Last year registrar REG.RU has been vigorously contributing to the project. Together with the CC, REG.RU created a number of video commercials on domain names registration in ccTLD .РФ. Bright and amusing video commercials ”Ускорители” and «Человек-чебурек.рф» hit nearly 100,000 views in total. As well, the interactive flash-game ”Домейнер” was created. The tease is to memorize and reproduce without mistakes the biggest number of domain names seen on the screen. The game uses names from both Latin domain zones (RU and SU) and Cyrillic domain .РФ. The user’s first-hand experience will prove it is far easier to remember and write Russian names.
Moreover, REG.RU contributed to the groundbreaking recording of “Троллинг (Домен .РФ)” - a paean to the Cyrillic domain. The recording was made by a green band of PR-MEX system administrators.
REG.RU estimates this campaign ensured a total of 10,000.000-plus contacts with target audiences. The projects helped disseminate information on a Cyrillic domain name registration, raised recognizability of ccTLD .РФ, helped the new zone integrate in the Internet space in Russia.
“REG.RU has offered provocative ideas and we helped with their implementation. The outputs were good, - notes Olga Alexandrova-Miasina, head of CC’s Information Service. – I dare say this groundbreaking endeavor of joint marketing events was a success. The program propelled brand awareness of ccTLDs .RU and .РФ which means it boosted brand awareness of the participating registrars.”
