Nominet tasked us with producing stunt activity to celebrate the .uk domain’s first birthday. Not only did we need to articulate what .uk represents and create brand awareness but also encourage .uk domain registrations.
With only 14 followers on Facebook, and 5,950 on Twitter, for us it was essential the stunt worked hard to capture audiences on the day and drive them online, moreover that the activity generate valuable content for online seeding.
With the activity we encouraged consumers to think about their personal brand online; ‘what is your .uk?’.
Taking 14 people from all walks of British life – from the new mother, to the young entrepreneur and an East London hipster – we painted the Nominet .uk flag on to various body parts demonstrating each individual’s success in-situ, and near to iconic London locations.
Marching through the city, the group concluded with a celebration at Trafalgar Square engaging passers-by with champagne, cake, party hats and party paraphernalia.
Hundreds of .uk birthday balloons were distributed as part of the stunt to push people to visit the .uk Facebook page, as well as promoting a Twitter selfie competition using the #celebratedotuk hashtag.
On a shoestring seeding budget, the video achieved over 27.5k views and 21 shares. This lifted the UK Domain Family Facebook page from 10 followers to 960, a 96% increase!
The competition received 627 entrants, while Twitter followers increased by nearly 1,000.
As their first stunt-style content activity, the above results mean Nominet now have a stronger online community for subsequent activity.