Why is that? When people type "booking.yeah" into their browser address bar, it will either (1) give an error message, or (2) go to the search engine looking for that. Depending on how your browser is configured, it can either (1) check with the giant Internet database network in the cloud and ask for the website, and it comes back empty-handed, or (2) check its own list of recognized domain suffixes, and when doesn't recognize one, it hands the phrase to a search engine.
Want more of the back story? There's more chatter on the web about this booking.yeah ad campaign:
- Booking.com Which Applied For .Booking Rolls Out Campaign Using Booking.Yeah (thedomains.com 1/21/2014)
- Faux gTLDs in Ads: A .YEAH or a .OHNO? (FairWinds Partners 2/4/2013)
- A Big Booking Campaign Breaks in the U.S. for Booking.com (fastcocreate.com 1/22/2013)
- From Amsterdam, a Lodging Web Site Invades the U.S. (New York Times 1/21/2013)
- Booking.com Launches ‘Booking.yeah’, Its First-Ever Brand Campaign, Created for the U.S. market (booking.com news 1/22/2013)