Go Daddy provides excitement of Super Bowl

Go Daddy must be enjoying the publicity of their television advertisement during the Super Bowl. First they were told by Fox they couldn’t use their original “Exposure” ad featuring Danica Patrick and featuring animatronics beavers in a spoof of the paparazzi and certain female celebrities. The reason – the word “beaver”. It’s hardly surprising.But Go Daddy managed to stir up plenty of interest in their promotions with a tantalising advertisement (for men anyway) that could not be seen on television – viewers had to go to the Go Daddy website to see it. At the website, special Super Bowl deals were available, including the option of saving 20 per cent on any order of US$75 or more.After the knockback, Bob Parsons, Go Daddy CEO and Founder, said he would “make lemonade out of lemons” whatever that means. So the Go Daddy advertisement team went to work, produced another ad called “Spot On” that was approved. This advertisement invited Super Bowl viewers to go to GoDaddy.com to see the rejected commercial and was essentially an ad for an ad, which was a first for Super Bowl commercials. “Spot On” contained a “Viewer Discretion” advisory – also thought to be a Super Bowl advertising first.With the average cost for one 30-second spot during Super Bowl XLII $2.7 million, according to Fox, one would want to have some effect. Overall, “We had a mixed bag of commercials this year. Some were really strong and some hard to follow,” Tim Calkins, a clinical professor of marketing at Northwestern University’s Kellogg School of Management told CNN.And how effective was the advertisement? While preliminary results from Adbowl, a website that polls opinions of Super Bowl advertisements (Is the Super Bowl really that boring?), “Anheuser-Busch’s Budweiser commercial featuring one of the brewer’s trademark Clydesdales being ‘trained’ by a Dalmatian came in as the most popular,” according to CNN.But “when it comes to cross-platform advertising, or Internet tie-ins, Go Daddy was one of the most effective” according to CNN. And Akami, who “tracks traffic patterns through its Net Usage Index, recorded a massive surge in Internet traffic around the time the ad showed, Akamai spokesperson Jeff Young told the E-Commerce Times.” Young went on to say “the Super Bowl featured ‘one compelling ad event that drove people to the Web in real time.'” It is assumed he was referring to the Go Daddy advertisement.Further, “Akamai was already seeing surges in traffic and demand for online video playbacks of the ads from the major Web news sites for which it handles traffic.”So yes, the Go Daddy advertisement appears to have been effective, at least in driving Super Bowl viewers to their website. Apparently around a half of advertisements did not even have their web address in their advertisement during the game.To see the “Exposure” advertisement, and realise why Fox banned it, go to www.godaddy.com/gdshop/jump_pages/blog_video16.asp?ci=11600

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