Starting the song off with .club and finishing it off with .club, a plus for marketing.
Including all the choices that could possibly steer people away from registering a .club may result in negative repercussions regarding registrations.
Suppose I own a .pub (an actual bar and brand with .pub), why do I have to join the domain .club? O.o
I think their marketing efforts were right on for pointing out the wide variety of strings to choose from now, but they fundamentally failed themselves. The reason being is that they sold other names above theirs.
If their intentions were to show off all the choices, they nailed it. However, if they wanted numbers themselves, I think that they may have failed with this campaign.
To back this up with reasoning, it's like me going through several portfolio's tossing out good domain names to a client, but before I got to mine in which would yield the highest return (to an extent), a client was already sold on someone else's.