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Monday, Feb. 4, 2008 at 6:48 pm

GoDaddy’s Hail Mary TV-to-Web Strategy

By Robert Gorell
February 4th, 2008

godaddy_super_bowl_5.jpg

Once again, GoDaddy saved its biggest ad blitz for the Super Bowl. And once again, the goal was to drive as many viewers as possible to the end zone: GoDaddy.com

This year — as they did in ‘06 and ‘07 — GoDaddy had to make an adjustment after having their original commercial rejected by the network censors (a Super Bowl tradition for them). But unlike the past two seasons, they didn’t run a watered-down version of the rejected ad. This time, in lieu of the “too hot for TV” ad, they ran two spots meant solely to hype the uncensored ad, which, of course, is ONLY available at GoDaddy.com.

If you missed the super-tame teaser ads, here‘s one example:

As it turns out, the censored ad is only cheeky in the figurative sense, but according to GoDaddy CEO Bob Parsons, the teaser strategy worked:

Our Web site has never been busier!
Before the game was over, we received right at 1.5 million visits to our Web site. We had a whopping 2 million visitors for the day. This compares to last year when we had less than 1/2 million visitors.

We spent a lot less money!
During last year’s Super Bowl, we purchased and ran 3 spots — two spots during the game and one during the post-game. This year we purchased only 1 ad, which aired in the 2nd quarter. So for a fraction of the cost we generated 4 times the action. Not shabby, when you can do it.

Sounds great, Bob, but did you get four times the revenue?

A year ago to the day, Parsons responded to pundits — most of whom hated GoDaddy’s 2007 ad — asserting that although the ad drove HALF the traffic of his ’06 ad, it generated DOUBLE the revenue. As Parsons wrote at the time, “Traffic was down. Sales were up! How can that be?

Since he asked so nicely, we explained.

GoDaddy hasn’t posted any 2008 Super Bowl revenue figures — yet — but I’ve asked Bob to share them with us and, if and when he does, we’ll be sure to offer some analysis.

In the meantime, consider this haiku from Ponder Marketing

Super Bowl Sunday.
Go Daddy girl will jiggle.
What is it they sell?

…and let us know what you think about GoDaddy’s Hail Mary pass.

Add Your Comments

Comments (10)

  1. Yes but too hot for TV in the USA is pretty tame by standards in just about every other country in the world. We laugh when we see the top edge of butt crack being blurred – c’mon…..

  2. [...] GoDaddy’s Hail Mary TV-to-Web Strategy – I admire GoDaddy for their excellent drive to get people to visit GoDaddy through TV commercials – way to use other media to drive traffic! [...]

  3. 4X the traffic… pleh.

    People were just looking to see the goods. I can’t imagine it’s going to convert. Overall conversions may increase (based on 4X traffic), but if comparing apples to apples, I’m guessing… not so much.

  4. I wonder if Parsons ever worries that their racy sex-appeal-injected ads may offend many women. The beverage industry uses this appeal of course, but in a MUCHHHH more toned-down way. Or is GoDaddy’s demographic very heavily male dominated?

  5. While “screaming” for the Giants, I set out to watch commercials and try and remember the URLs that I saw on TV, and I remembered none of them the next day. However, I did remember GoDaddy telling me to visit their site to see the uncensored version. I also remember the Tide commercial, which made me laugh and made me want to visit their sites as well. Overall the brand exposure for GoDaddy is great (traffic is an ego thing), but does it really relate to their product like that of the Tide commercial. Alex’s Thoughts.

  6. We just posted our 4th annual study of how well super bowl advertisers integrated online and offline advertising – we’ll be writing more about this on our blog, but the preliminary findings are already up on our site: http://reprisemedia.com/scorecard.aspx

  7. Plusone – You said it, my friend.

    Dan – Yup. We’re still hoping to see some numbers from Bob, though, so the jury’s out for the time being.

    Joshua – Great question. I seriously doubt that substantially more men than women register domain names. I haven’t seen any data to suggest they do. Besides, if GoDaddy said, for instance, that they did have way more male than female customers, that most likely wouldn’t suggest anything other than maybe they’ve excluded women to some degree, regardless of whether they’ve actually offended anyone.

    Alex – Thanks for mentioning Tide! I’ll be talking about their Super Bowl effort and a few others in a follow-up post.

    Miguel – Thanks for the link to the Super Bowl case study. We love Search Views. I look forward to reading it.

  8. Isn’t anyone else still surprised that, for a third year in a row, GoDaddy’s slightly seedy advertising is still working for them.

    How many times can they pull off the exact same publicity trick.

    Oh, and the ads are just embarrassing.

  9. Very interesting post. I still don’t think GoDaddy, or any other companies made good usage of the web for their super bowl ads. In fact, I just wrote a blog post about how they could have improved their ads to take advantage of the web…
    http://rich-page.com/web-analytics/how-to-waste-27-on-a-superbowl-advert/

    Would love to know what you all think!

    Rich Page

  10. [...] GoDaddy took a different approach to this year’s Super Bowl ad–they ran ads that hyped their "too hot for TV" ads that you could watch on their site. The result? Half the traffic as the 2006 ads, but double the revenue. Hmm, so you’re telling me that by piquing your audience’s curiosity, you can get more targeted traffic and better conversions? Who’da thunk it… [...]

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