The Biden campaign looks to be using Joe.Link in probably the best way .link should be used. As a branded URL shortener.
Video announcing Kamala Harris as VP (read the description): https://www.youtube.com/watch?v=UfACU9wC1ok
JOE.LINK/APP for App Store: https://www.technologyreview.com/2020/06/21/1004228/trumps-data-hungry-invasive-app-is-a-voter-surveillance-tool-of-extraordinary-scope/
JOE.LINK/AFTERPARTY for DNC afterparty RSVP: https://www.delawareonline.com/story/life/2020/08/20/delaware-born-actors-neil-casey-keith-powell-also-appearing/5615052002/
Also, if you text 30330, they will direct you to JOE.LINK to make a donation.
Biden.Link is listed for sale, Donald.link goes to a Namecheap landing page and Trump.link points to someone’s LinkedIN page.