XXX Goes Live and This Is How We Push It

We’re the only Irish company offering the new .xxx domain name extension, as we’re the only Irish company that has ever been accredited by ICANN as a domain name registrar.

So how on earth does an Irish company promote .xxx domain names?

I guess the answer is – very carefully.

So here are a few of the images that we’ve come up with and that we will be using to promote .xxx domain names

XXX Domains - Naughty or Nice

With .xxx launching in December a Christmas inspired image was inevitable and the “naughty or nice” concept lends itself to .xxx pretty well.

How about this one?

Expose Yourself to XXX

It’s a little “tongue in cheek”, but I doubt anyone could find it offensive.

And the last one, of the current batch, is this one:

Grab your XXX

Based on our previous experiences with imagery of scantily clad people (male and female) this might work for a lot of women, though we could be wrong.

UPDATE. Based on feedback we thought we’d throw in one with a slightly different theme:

sticks and stones - xxx domain names

UPDATE 2 – here are a couple of more

It might be the niche for you

All Undressed and Nowhere to Go?

Update 3: And probably what will be the last set for a while

Expose Yourself to the world of XXX

Expose Yourself to the world of XXX 2

So what do you think?

Are these images striking the right sort of balance?

Are they too risque?

Too tame?

What could we do better?

Edit: Updated with some typos removed 🙂

About the Author: Michele Neylon

Known for his outspoken opinions on technology and the Internet, Michele Neylon is the award winning author of several blogs and co-host of the Technology.ie podcast. A thought leader in the Internet community, Neylon is active within ICANN and an expert on policy, security, domains, ICANN, Nominet and Internet Governance. You can stalk him on various social media networks including Twitter and Instagram

27 Comments

therealdeal December 6, 2011 at 13:16

The middle one with the flasher is waaaaay to “risque” . Flashing is illegal and many flashers expose themselves to children and elderly people. Get rid of it.
- Adrian Shanahan (@adrianshanahan) December 6, 2011 at 13:28
  
  Jayus therealdeal I think you are reading way way too much into it. If you wanted to go down that line you could say that some people use websites for child porn and Blacknight should just shut shop in case them being in business encourages that further. We need to have a pinch of common sense with these things.
  
  I don’t like the flasher image because it looks a bit poorer quality than the other images but this is just a design thing not some moral outrage.
  
  Good job James.
- Michele Neylon December 6, 2011 at 13:44
  
  @therealdeal
  
  Thank you for your feedback. Do you remember these posters and postcards that used to available in most newsagents? http://michele.lv/expose-yourself-to-ireland
  
  Michele
- Niall December 6, 2011 at 13:49
  
  Seems apt! http://www.youtube.com/watch?v=Qh2sWSVRrmo
  - Michele Neylon December 6, 2011 at 13:54
    
    @Niall – nice choice of video 🙂
    Michele
Paul December 6, 2011 at 13:33

I like the imagery, I think I prefer the background on the top one. Also in the first one the text should possible be “Let’s be adult about it, the choice is yours … ” I think it’s missing a comma.

XXX is not just for porn, I’m guessing literature & toys also would come under the domain. Maybe you could use some imagery targeted at those areas.
- Michele Neylon December 6, 2011 at 13:37
  
  Paul
  
  We’ve updated that : ) It makes a lot more sense WITH the comma
  
  I like the idea about “beyond porn”, as it’s exactly what I’ve been saying and thinking
  
  Thanks for your comments
  
  Michele
Mark December 6, 2011 at 14:02

Which one is Michele?
Alan Charnock December 6, 2011 at 14:37

Its all a bit risky but I suppose thats the point in the xxx domains in the first place!
Ryan December 6, 2011 at 14:42

Really good designs.

Personally I don’t think they are too offensive or risque at all. I believe SpecSavers are running a TV ad that shows a guy walk into a steamy kitchen naked thinking it’s a sauna. That ad also features prominent placement of items to depict male genitalia. The “sticks and stones” tagline was also a lyric in a pop song there not so long ago, so I’d hardly say any of it is unacceptable.

They get the message across clearly and tastefully. Good job
Hugh December 6, 2011 at 16:33

A full pager in the Irish Catholic is €5,400 Rate Card – http://www.irishcatholic.ie/site/content/advertise-irish-catholic

I double dare you to do a ‘Michael O’Leary’ on it with one of the new ads 😉
- Michele Neylon December 6, 2011 at 16:36
  
  Hugh
  
  That’s the list rate 🙂
  
  I don’t think they’re really our target demographic 🙂
  
  Regards
  
  Michele
Jonathan Harris December 7, 2011 at 00:47

Michele,
Like the second lot much more, the crisper background raises the class level above mere online gambling and sleaze. The quality of the copy increases too, the just feel tighter and more grown up.
Agree on the ‘beyond porn’ aspect. It’s business after all.
- Michele Neylon December 7, 2011 at 00:58
  
  Jonathan
  
  Thanks for the feedback. James and I were throwing ideas around and striking the right balance is far from easy and a lot will depend on the audience.
  
  Michele
Kevin Murphy December 7, 2011 at 01:16

Yup, looks very careful to me.
Pat Donaldson December 8, 2011 at 00:33

Too tame! They look good 🙂
- Michele Neylon December 8, 2011 at 00:38
  
  Pat
  Well we could make them more risque, but we preferred to take the slightly different route 🙂
  
  Thanks for your comment
  
  Michele
Chris December 8, 2011 at 17:24

The ads are really apt – not too risque at all. In fact, it’s pretty clever marketing.
Tom December 9, 2011 at 13:27

Haha the sheep one is just funny and expose makes sense in few ways, I like it. Although some of the other ads offer better eye candy 🙂
- James Larkin December 9, 2011 at 15:01
  
  Thanks Tom 🙂
  
  I like to think that the expose yourself one appeals to all sexes and maybe brings a bit of fun to a subject that will no doubt offend some people. It’s quite a tricky to market this without offending people or coming off being sexist I’m finding so we’ve spent a bit of time thinking about it all.
Tim December 9, 2011 at 13:39

Guys, are they able to be used for non-porno sites? Could be used in a good little marketing campaign. i.e. http://www.FerreroRocher.xxx – “naughty but nice” or “Not what you think” etc etc
- James Larkin December 9, 2011 at 15:01
  
  Hi Tim,
  
  From the ICM Registry website
  
  Who can register a .XXX domain?
  
  Individuals, business, entities, and organizations that provide online, sexually-oriented adult entertainment (“Online Adult Entertainment”) intended for consenting adults or for other community members (“Providers”); Represent Providers (“Representatives”); or Provide products or services to Providers and Representatives (“Service Providers”) are eligible to register .XXX domain names.
  
  I guess you could take it that the adverts on an XXX domain are going to be sexually-oriented so you would be able to get away with it. You can always fire sales@blacknight.com a mail if you’re still unsure as they’ll have a better handle on things than I have.
Mick December 13, 2011 at 09:31

I dont think i’d like to have my site hosted with a company that hosts adult content.

I think you are making a huge mistake promoting this.
- Michele Neylon December 15, 2011 at 11:09
  
  Mick
  What exactly is “adult content” in your mind?
  Why do you have an issue with it?
  Michele
Gordon December 15, 2011 at 15:56

My understanding is that to get a .xxx to resolve you have to prove to ICM that you are part of the “adult community” – whatever that means. Therefore, you could not use one for a non adult purpose. By adult I think they clearly mean pornography.
- Michele Neylon December 15, 2011 at 17:03
  
  Gordon – not all “adult” content is “porn”
  Michele
Alan December 20, 2011 at 18:01

They’re all great.. especially the 4th one ;D