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03|16|2009 01:45 am EDT

RIM Goes On Brand Protection Domain Buying Spree, Forgets A Few

by Adam Strong in Categories: Up to the Minute

Blackberry maker, Research In Motion (RIM), recently announced their sponsorship of the upcoming U2 world tour.  So naturally what would you do when planning a massive marketing campaign tied to a huge event like this?  You do what Godaddy did !  You register all sorts of domain names. Some to use but many simply for the sake of “brand protection”.

Granted RIM didn’t go as crazy as Godaddy did but U2 fan-site atU2.com tracked down 107 domains that the company registered this last week.

blackberryu2.com
blackberryu2tickets.com
u2blackberry.com
u2blackberrytickets.com
u2rim.com
u2rimtickets.com
aboutblackberryu2.com
aboutblackberryu2tickets.com
aboutblackberryu2tix.com
aboutu2blackberry.com
aboutu2blackberrytickets.com
aboutu2blackberrytix.com
blackberryu2concert.com
blackberryu2concertdates.com
blackberryu2concertlisting.com
blackberryu2direct.com
blackberryu2forsale.com
blackberryu2listings.com
blackberryu2live.com
blackberryu2online.com
blackberryu2rock.com
blackberryu2seats.com
blackberryu2tix.com
blackberryu2tour.com
blackberryu2tourdates.com
blackberryu2tourschedule.com
blackberryu2vipseats.com
buyblackberryu2direct.com
buyblackberryu2online.com
buyblackberryu2tickets.com
buyblackberryu2ticketscheap.com
buyblackberryu2ticketsonline.com
buyblackberryu2tix.com
buyblackberryu2tixonline.com
buyu2blackberrydirect.com
buyu2blackberryonline.com
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buyu2blackberrytix.com
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freeblackberryu2tickets.com
freeblackberryu2tix.com
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freeu2blackberrytix.com
infoblackberryu2online.com
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lookupblackberryu2.com
lookupblackberryu2info.com
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lookupblackberryu2tourdates.com
lookupblackberryu2tourschedule.com
lookupu2blackberry.com
lookupu2blackberryinfo.com
lookupu2blackberryonline.com
lookupu2blackberrytickets.com
lookupu2blackberrytourdates.com
lookupu2blackberrytourschedule.com
myblackberryu2.com
myblackberryu2online.com
myu2blackberry.com
myu2blackberryonline.com
onlineblackberryu2.com
onlineu2blackberry.com
searchblackberryu2tickets.com
searchblackberryu2tourdates.com
searchblackberryu2tourschedule.com
searchu2blackberrytickets.com
searchu2blackberrytourdates.com
searchu2blackberrytourschedule.com
shopforblackberryu2.com
shopforblackberryu2online.com
shopforblackberryu2tickets.com
shopforblackberryu2tix.com
shopforu2blackberry.com
shopforu2blackberryonline.com
shopforu2blackberrytickets.com
shopforu2blackberrytix.com
u2blackberryconcert.com
u2blackberryconcertdates.com
u2blackberryconcertlisting.com
u2blackberrydirect.com
u2blackberryforsale.com
u2blackberrylistings.com
u2blackberrylive.com
u2blackberryonline.com
u2blackberryrock.com
u2blackberryseats.com
u2blackberrytix.com
u2blackberrytour.com
u2blackberrytourdates.com
u2blackberrytourschedule.com
u2blackberryvipseats.com
vipblackberryu2.com
vipu2blackberry.com
wwwblackberryu2.com
wwwu2blackberry.com

As Matt McGee with AtU2.com points out  “I think, for the most part, this is a case of CYA — cover your ass.”  . . .   We agree that this may have been their thoughts. This type of defensive registration or brand protection is smart and we feel that there will be more of this going forward.

RIM appears to use the services of Corporate Services Company whose services include being the “single source to . . . protect brands”, but it appears they may need to do more due diligence in the domain name area.  Afterall, if you are trying to “CYA” with this degree of effort, you may not want to leave yourself exposed to your brand being tarnished by more obvious domain names.

Vulgar domain names that criticize a brand such as U2BlackberrySucks.com and F***U2Blackberry.com are much more common for disgruntled users or other naysayers to register.  They also tarnish a brand much more than a domain such as searchu2blackberrytourdates.com would ever do even in the “wrong hands”.

Both of the above example domains were available for registration at the time of this writing and could easily be registered by an unhappy RIM customer. RIM may have held back a little compared to Godaddy’s last brand protection effort, but the company still registered a fair amount of ridiculous names and may have left out some other domains that become crucial in protecting a brand.

Disclaimer – Author, Adam Strong, is one of the founders of the domain name consulting group DomainConsultant.com.

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8 Comments

[…] here to read the rest:  RIM Goes On Brand Protection Domain Buying Spree, Forgets A Few … Related Reading: A Darker Domain: A Novel Domain-Specific Modeling: Enabling Full Code Generation […]

Paul

March 16, 2009 @ 7:42 am EDT

mattmcgeesucks.com
atu2sucks.com
AdamStrongsucks.com
DomainConsultantsucks.com

Seems like the article writes are not covered either…….hmmmmmm

Scott Alliy

March 16, 2009 @ 8:17 am EDT

A company that realizes the value of multiple domain names, this is great news for domain name investors.

On another note
Domain owners who park their pages need to take heed of how their pages are being parked. This A.M. I read an article about virtual meetings. I went to VirtualMeetings.com and landed on a parked page with a loud audio ad. Well, if I am a domain name buyer I am NOT buying that name because it has been tainted with this loud audio and I am sure that others have landed there and will tell friends not to go to that site.

The moral is to be careful how and where you park your pages to make sure they remain available and valuable to buyers like the one in this story someday.

Adam Strong

March 16, 2009 @ 3:41 pm EDT

LOL. Paul I appreciate you putting me and the company I work with in the same league as RIM. That’s very generous of you.

Borat

March 16, 2009 @ 3:54 pm EDT

Shockingly, AdamStrongBlows.com is unregistered too. Surely someone could have put this domain name to good use by now.

Adam Strong

March 16, 2009 @ 8:07 pm EDT

Thanks Borat. . . I guess since you became a movie star and opened up your boutique at BoratSwimsuit.com you have just forgotten to register good domains like those too.

Borat

March 16, 2009 @ 8:25 pm EDT

Yes, I see you bought one in every color. Makes me vomit in my mouth. Very niiiiiiice!

Adam Strong

March 16, 2009 @ 8:37 pm EDT

Yes Borat they were on my friend Elliot Silver’s wedding registry, don’t you remember.

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