Scottsdale-based web hosting provider and domain name registrar
Go Daddy is well known for advertising campaigns that leverage the popularity of the Super Bowl. Its halftime commercials have traditionally been risqué and sometimes controversial. The company's 2013 Super Bowl commercial, however, saw a departure from the company's traditional approach and, the company suggests, reaped it even greater benefits than usual.
This year's Super Bowl commercials enticed more new customers and generated more overall sales for Go Daddy than previous commercials.
This year's campaign is the ninth consecutive year Go Daddy has aired commercials at a reported cost of $3.5-4 million a time (although the company did not disclose the cost of airing its 2013 commercials). According to Go Daddy's Senior Vice President and Chief Marketing Officer, Barb Rechterman, the commercials have helped increase the company's market share from 16% in 2005 to a current 50% share.
The 30-second spots called “YourBigIdea.CO” and "Perfect Match" switched focus from "Go Daddy Girl" and NASCAR driver Danica Patrick - who has been in each Super Bowl commercial the company has aired - to a closer look at the services the company offers. “YourBigIdea.CO” encouraged viewers to start their own businesses and follow their entrepreneurial spirit by setting up a website purchased through Go Daddy, while "Perfect Match" featured a kiss between Sports Illustrated swimsuit model Bar Refaeli and actor Jesse Heiman, who plays a slightly nerdy character. The purpose was apparently to illustrate Go Daddy’s ability to merge both sexy ideas and smart implementation.
"Attracting new customers is what advertising is all about," explained Blake Irving, CEO of Go Daddy. "We wanted our Super Bowl commercials to generate new customers and overall sales, and that's precisely what happened. We set all-time Super Bowl Sunday records for mobile sales, Website Builders, website hosting and new customers. This is a big win for all our teams who worked so hard to deliver on game day and also for all our new customers looking to grow their small businesses."
