PETA to launch .xxx domain site

The non-profit organisation animal rights organisation PETA is trying to raise awareness of veganism through a new website, using the yet-to-launched .xxx domain, which features a mix of pornography and graphic footage of animal suffering.

“We’re hoping to reach a whole new audience of people.. and show them things they didn’t anticipate seeing when they went to the PETA triple-X site,” said Lindsay Rajt, PETA’s associate director of campaigns.

Being one of the first brands to adapt a . xxx domain is a really smart PR coup.  A porno / animal suffering website is not necessarily the greatest communications solution, however by using the .xxx domain PETA have got millions of pounds worth of PR.

It just goes to show, simply using a new technology platform in an unusual way – however basic – significantly lowers the creative bar required of your content to cause a stir..

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