The Domain Name Asoociation, an industry trade group whose members include many major registry operators and Internet related corporations, including Google, Amazon and Go Daddy, has taken a novel approach for promoting the use of new gTLDs (a primary reason why the group was formed). A DNA site at InTheWild.domains documents user submitted photos and videos of websites - built on both new extensions and established TLDs -  being advertised by businesses, organizations at individuals around the world.

I think it is a smart way to promote domain registrations across the board. For new gTLDs, the key to wider adoption is people recognizing the extensions and becoming comfortable enough with them to put them to use. The more often they see others developing and advertising their new extension names, the more likely they are to consider the option themselves.

Before I visited the site, I fully expected to see only new gTLDs in the wild and was pleasantly surprised to see ccTLD and even .com websites included. Again, I think this is a smart approach. If you want people to recognize a string as a 

domain name, they need a point of reference. When they see a .com or a familiar ccTLD sprinkled in among the new extensions they are more likely to understand that all of the strings they are looking at are domain names.

Some of the live websites featured on the site's home page as of this writing are FlatironDistricy.NYC, Burger.Melbourne, ARC.Clinic, H2H.Jobs, Coca-Cola.FM and Soap.Club. 

The site describes itself as "a place to highlight and celebrate creative uses of Domain Names," noting "Domain Names (web addresses) are the glue that keeps the Internet connected. They are how you remember and find things, and, more importantly, they are how you brand and market yourself or your business online. Domain Names are the ultimate "call to action" and at InTheWild.Domains we're collecting great examples of attention getting domain names "in the wild." So, if you spot a cool billboard, ad, side of a bus, video, sign etc. that includes a domain name, please share it here. Go wild!"