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GoDaddy’s Hail Mary TV-to-Web Strategy

Posted By Robert Gorell On February 4, 2008 @ 6:48 pm In Advertising,Multichannel Marketing | 10 Comments


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 [1] and ‘07 [2] — 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 [3].

If you missed the super-tame teaser ads, here [4]‘s one example:

As it turns out, the censored ad [5] is only cheeky in the figurative sense, but according to GoDaddy CEO Bob Parsons, the teaser strategy worked [6]:

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 [7] to pundits [8] — 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 [2].

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 [9] 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.

Article printed from Conversion Rate Optimization & Marketing Blog | FutureNow: http://www.grokdotcom.com

URL to article: http://www.grokdotcom.com/2008/02/04/godaddy-super-bowl-marketing/

URLs in this post:

[1] 06: http://www.grokdotcom.com/2006/02/08/superbowl-ads-throw-a-hail-marybut-is-there-anyone-there-to-catch-it/

[2] 07: http://www.grokdotcom.com/2007/02/07/touchdown-godaddy-discovers-online-conversion/

[3] GoDaddy.com: http://www.godaddy.com

[4] here: http://www.youtube.com/watch?v=GigGwRIHi3A

[5] the censored ad: http://www.youtube.com/watch?v=ZJPuLiNMRhM

[6] worked: http://www.bobparsons.com/SB08FirstResults.html

[7] responded: http://www.superadfreak.com/2007/02/guest_blogger_b.html

[8] pundits: http://www.superadfreak.com/2007/02/godaddycom_mark.html

[9] haiku: http://www.pondermarketing.com/2007/02/02/haiku-friday-super-bowl/

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