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Overstock becomes .co’s anchor tenant from heaven

Overstock.com is to slap its new brand, O.co, on the Oakland Raiders stadium in California, bringing yet more exposure to the .co top-level domain.

The company bought the stadium naming rights back in April, and was pushed into the rebranding now because the sign needs to go up, according to AdAge.

Presumably, whenever American football fans tune into a broadcast or read the sports pages, they’re now going to be exposed to the .co brand.

Not many TLDs have that claim to fame. According to Wikipedia, the only other stadium in the US currently named after a domain is the Jobing.com Arena in Glendale, Arizona.

Overstock has been so good for .CO Internet’s marketing, it’s easy to forget that the company actually paid for the domain, splashing out $350,000 a year ago.

I’d hazard a guess that if the registry had known just how prolific the O.co brand would become, it would have given the name away for free.

Currently, the domain o.co redirects to overstock.com, but the site logo refers to “O.co, also known as Overstock.com”.

What O.co says about new TLDs

Kevin Murphy, January 21, 2011, Domain Registries

Overstock.com’s shock rebranding move yesterday is not only a big marketing coup for .CO Internet, it also may be good news for new top-level domains in general.

In a pair of US TV commercials (available here and here if you’re overseas) Overstock has started calling itself O.co, the domain it bought privately from the .co registry for $350,000 last July.

When I wrote, last November, “Overstock’s .com domain is its brand, and that’s not about to change”, I may well have been wrong. Go to overstock.com and look at the logo.

This is good evidence, if it were needed, that the very same trademark interests currently opposed to ICANN’s new TLDs program are also keenly aware of the benefits.

Overstock has had its eyes on O.com for over five years, and fought unsuccessfully within ICANN to have single-letter .com domains released from the VeriSign reserved list.

It was not until .co relaunched last summer – essentially a new TLD – that Overstock got the opportunity to register a domain (almost?) as good as the one it wanted.

I find this interesting because Overstock, like many other major brand owners, has been a vocal opponent of new TLDs.

In a July 2009 letter to ICANN (pdf), for example, Overstock expresses many of the same views about new TLDs that are still being expressed by the trademark interests currently holding up the program.

I’m not suggesting that Overstock’s eagerness to use O.co negates its specific criticisms of the new TLDs program, but its conflicting behavior does seem to suggest a certain degree of cognitive dissonance.

On the one hand, it opposed new TLDs. But when a new TLD launched, it grasped the opportunity with both hands and rebranded the whole company around it.

If what I hear is true, many of the companies publicly opposed to new TLDs are also the ones simultaneously investigating their own “.brand” domains.

Could Overstock’s latest move represent a pent-up demand for new TLDs among big brands? What does that mean for the future of .com as the internet’s premium real estate?

Overstock to bid for o.co.uk next month?

Kevin Murphy, November 23, 2010, Domain Sales

Overstock.com, which seems to have made registering single-letter domain names a key part of its branding strategy, likely has o.co.uk next in its sights.

The company drew headlines recently when it paid $350,000 for o.co and subsequently used it in its TV ads, and again yesterday when it picked up o.co.za for $9,000.

While it’s well known that o.com is the ultimate prize, Overstock has also been laying the groundwork for buying o.co.uk for over three years.

Nominet, the .uk registry, is set to open up the first of two sunrise periods on double and single-character .co.uk domains on December 1, and I expect Overstock already has its application ready to go.

It might not be an entirely straightforward bid, however.

Under the Nominet sunrise rules, holders of UK trademarks in use before January 1, 2008 are eligible to apply for their short domains.

Overstock, it turns out, has had a registered trademark on o.co.uk since August 2008.

It applied for the UK trademark in January 2008, the same month that Nominet’s policy-setting committees first started discussing the release of single-letter domains.

As far as I can tell, the trademark is considered valid from August 1, 2007, the same time Overstock was granted its US trademark on o.co.uk.

But can the company prove it was “using” the trademark prior to January 1, 2008, given that the domain was reserved? It does not appear to have a UK trademark on the letter O by itself.

One way or the other, I expect Overstock to eventually win the domain. Under Nominet’s rules, contested domains will go to auction, and Overstock has already proved it has deep pockets.

The company also has US trademarks on other O domains that it does not and cannot currently own, including o.info, o.com, and o.eu. It successfully registered and uses o.biz.

It also has a US trademark on o.de, but that domain appears to be currently registered to a German domain investor.

What does the Overstock commercial mean for .co?

Kevin Murphy, November 5, 2010, Domain Registries

Judging by the number of exclamation marks being deployed over on the .CO Internet blog today, it’s a fairly safe bet that the company is rather happy with Overstock.com’s latest TV commercial.

It’s the first high-profile commercial to feature a .co domain, in this case o.co, which could go some way to raise the newly relaunched TLD’s profile in the US.

While it’s a nice first step for .CO, I wouldn’t say its TLD has necessarily “arrived” yet, on the basis of this ad, for a few reasons.

First, what’s this “shortcut” business?

Overstock.com commercial

Should this be troubling?

The biggest marketing coups .CO has inked to date have been for x.co and t.co, URL shorteners offered by Go Daddy and Twitter respectively. Now, Overstock is using its o.co as a “shortcut”, which bounces visitors to overstock.com.

True, Overstock’s .com domain is its brand, and that’s not about to change, but its use of o.co as a “shortcut” may perpetuate the short-term perception that .co’s primary purpose is short URLs.

On the upside, the company is actively encouraging customers to type a .co domain into their browsers.

Getting this “type-in awareness” is something I know that .CO Internet is looking to foster, something that the Twitter deal does not necessarily bring to the table.

It’s also encouraging that Overstock feels comfortable using a .co domain where it does not own the equivalent .com. That said, nobody does. Most single-letter .com domains are still reserved.

While this may be a branding risk for Overstock, could it actually be helpful for .CO, training fat-fingered users the difference between .com and .co domains? It seems possible.

It’s interesting to note that Overstock is using “www.” for its .co, but not for its .com, presumably in order to train viewers that “this is a URL”, much the same as .com domains were once uniformly advertised with the www prefix.

A reliable sign that .co has “arrived” would be when an advertiser feels happy to drop the www.

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