If you have been watching the 2014 World Cup matches in Brazil, you have likely seen the McDonalds advertisement the company has been running on the pitch sideboards. McDonalds is directing viewers to a special World Cup website found on a subdomain of its website: Gol.mcd.com.
When I first saw this campaign, my initial thought was “I wonder if they bought golmcd.com” to avoid losing traffic to this possible typo. They did not, and it appears that someone else bought it on June 2.
I was on Twitter yesterday, when I read Christopher Hofman’s tweet. Because McDonald’s applied for the .MCD gTLD extension, it may have been possible for McDonalds to use gol.mcd for this advertisement had it been available. Here’s the tweet I am referencing:
— Christopher Hofman (@HofmanLaursen) June 19, 2014
In my opinion, and as I mentioned on Twitter in response to Hofman, I think it would have been confusing to viewers, and they may have thought about it in the same way people likely think about Booking.Yeah. My guess would have been that most would have no idea Gol.mcd is a url, and the website would have had a smaller viewership.
On the other hand, I think McDonalds’ campaign would have been the focus of additional news articles had it used the .MCD extension in an advertisement. I believe mainstream news outlets, especially marketing and advertising outlets, would have picked up on the story and written about this campaign. I don’t know how long this would have been in the news, and I wouldn’t speculate about whether the additional press would help overcome any traffic lossage due to confusion about the extension, but it would have gotten people talking about it.
What do you think would have been the result had McDonalds been able to use Gol.MCD rather than Gol.mcd.com?