Go Daddy, along with Afilias Global Registry Services and Me-Net, have created a new organization called doMEn, the word for domain in Montenegrin, which will act as the operational body with strategic oversight for the domain extension. Go Daddy says it'll use its notorious knack for marketing to globally promote .me while Afilias will provide the registry technology, similar to what it uses to support other domains such as .info and .org.

"We're excited about the phenomenal potential of .me and our ability to market it to you, all Web users, as well as other registrars - and of course we'll promote it in true GoDaddy-esque style," says Go Daddy CEO and founder Bob Parsons. "Couple .me with our first-in-class customer support and the registry systems of Afilias and the possibilities are unlimited. We offer the complete package to catapult .me into the international mainstream."

The new registry alliance plans to invite all registrars, country code and top-level domain resellers to add .me to their own list of offerings. However, Go Daddy says the new .me can be used by anyone and doesn't have to be affiliated with Montenegro itself. Users can use it for a website "about me," and the extension works into other catchy words around the world as well, like amar.me, which means "love me" in Spanish and secondo.me, which is Italian for "in my opinion."

Go Daddy's latest Super Bowl ad was rejected by FOX network last week for using the word "beaver" in the script.