Should GoDaddy Advertise at the Super Bowl?

I think it makes sense and I think they can afford it. Branding might not bring in immediate results, but at their size, it's something that they need to seriously consider and it appears that they do.
 
Its a difficult question. From one perspective the attention GoDaddy will receive is worth $2.5M. Actually, $2.5 is not that bad at all for a potential 100 million audience. The company makes a lot of money, the service is good, word of mouth is a huge success, so why not brag about it? Its an established dot-com to afford it.

On the other hand, you have to think about who you reach and if those people need Internet services such as domain or web hosting. Not all of them clearly. The point of this ad (or any other advertising in that case) is NOT to make money, but to communicate a message. Lets hope its going to be a positive one for GoDaddy.com

Best,
 
I would think that its pretty good idea because the viewing audience of the super bowl is quite extensive. People from different fields and professions tune in at a common time - people that could be small business owners, IT professionals, etc. The amount of exposure that they would get from this ad would be tremendous.
 
Here's the problem I see with this.

1. Yes, it helps in branding....however.....
Who are they marketing their brand to? People tune into the superbowl for football. Many people, during the commercials, are relieving themeselves of the beverages they drank during the last few plays, or refilling their plates, etc..

Only those who stay in front of the television will see the commercial. However, this of course lowers the audience.

2. Branding only works when the audience is receptive of the product your selling. If they don't need it or care about it, your brand will be replaced in their mind by the next obsurdly funny commercial that plays after it.

3. The superbowl is known for their wildly funny commercials, as mentioned in #2. If GoDaddy cannot come up with something in those same leagues.....the only thing they may be remembered for is "Hey, remember that boring commercial during the superbowl?"

4. This one is key....
During the superbowl it is a widely known statistic that Americans consume more snacks, pizza, and alcohol. This, no doubt, explains why the beer commercials are so popular. However, think about how well branding works when your audience is drunk. They remember the beer commercials for a reason. In fact, the beer commercials are the only commercials I can remember. All of the others leave my mind as soon as the game is over. For example....Viagra, is already a highly popular brand, but who remembers the Viagra commercial during last year's superbowl? Now, who remember's the Bud Ice commercial with the penguin...Doo Be Doo Be Doo (which premiered 4 superbowls ago)?

In my opinion, it's a mistake, but again....that's just my opinion.
 
People tune into the superbowl for football. Many people, during the commercials, are relieving themeselves of the beverages they drank during the last few plays, or refilling their plates, etc..
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Mark, although I agree entirely with your other statements, this one, I have to disagree with. I think that many people watch the super bowl exclusively for the commercials. As this obviously is not the majority, many people who watch for the football want to see the commercials as well because they know that the best and most expensive commercials are played during the superbowl and they are usually the ones that people end up talking about for months, even if they aren't interested in the product. What counts, as Art said is that the name is out there to people who may have otherwise never heard of Godaddy.
 
I think they can find/create a few good jokes considering their company name. That might draw some attention. :)
 
Mark, although I agree entirely with your other statements, this one, I have to disagree with.
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While sticking to my original opinion on this note, I still agree with what you said. Keep in mind that with the superbowl, commercial time is the only time to relieve yourself. lol No one wants to go to the restroom during a play, or halftime (especially after last year's halftime. :D )

It's like I said, many will be relieving themselves, while others will stay in front of the TV.
 
Absoultley true, unless you intend on waiting painfully until the end of the game. (I DO NOT PROMOTE THIS BEHAVIOR) hehehe....

Ahhh....the newfound joys of halftime! Ironic thing is, last year I was in the relieving myself during that "malfunction". I'm sure you all needed to know that.
 
I'm sorry, but I got to see the unedited commercial....apparently the more interesting version....and I think they made a mistake.

Bob, while I respect him, said he actually thought it was funny.

I mean, I didn't find any humor in it, nor did I see anything that will make it stand out in the least. IMO after years of watching the SuperBowl.....I just don't think it's SuperBowl commercial material.

All I could think when I saw it was "Oooh this was a mistake." Of course I need to see the edited version to make the full and final personal decision, but according to Bob, this was the uncut, unedited version that Fox rejected. They pretty much had to remove all of the sexual overtones from the commercial in the edit.

Now, with the sexual overtones IN, it didn't interest me that much. I can only imagine how drab it will become without them.

I certainly wish them luck, but I don't see this going well.
 
If only I knew of what word to use right now. We'll leave it at.....wow.

They could have been much more creative. And by taking out the sexual references they're left with about a 3 second ad. It doesn't tell much about the company and isn't really going to make the name stick in someone's head. I can't wait to see the finished product.
 
And by taking out the sexual references they're left with about a 3 second ad
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Not to mention that the ad is based on the girl being in front of the censorship board, trying to show them what will be in the goDaddy commercial, and convince them to let the material in. In other words, the sexual overtones are a major part of the commercial.

I'm sure you agree, like I said, after years of watching superbowl commercials.....this just isn't going to cut it, compared to the other commercials.

You almost have to have a sick sense of humor to pull off a great commercial during the SuperBowl...heck that's just tradition now.

Not only are they going to play it once, but goDaddy purchased a second spot, and plan to play the same commercial.

I think a better plan would be to cut down the sexual overtones to the point where Fox approved the ad, but leave enough in to get the point across.

Then, use the first spot to build the second spot. Basically let the first commercial be the girl trying to convince the censorship board to allow her suggestions into the commercial, etc.....

Then in the second spot, make that commercial the big production/result of the censorship meeting, possibly parody the Janet Jackson fiasco or something. I think that would be memorable, and a good parody is always funny....especially when you touch on something related to last year's SuperBowl halftime.

Hmmm maybe I'm in the wrong profession ;)
 
I do agree. I also agree that you might be in the wrong profession. Well, at least you'll be good at a second. AvidNewMarketing!!! I can see the $$$......
 
AvidNewMarketing!!! I can see the $$$......
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lol I'm seeing Bentley's, Hummers, limos :D

I at least feel that no matter what they would have done, using the first to build up the second, would have at least got people's attention, and made people look for the second commercial.

Using the same commercial twice in the same hour, to me, sounds like something the local cable company might do, but not a serious superbowl advertiser.
 
I heard on the TV that 7% of the people in the U.S. will watch it just for the commercials (this is down from 9% last year). I think that people will remember the ad, but it will be very unlikely that they will actually remember the company who produced it. Although they may not have an ad geared towards the hosting industry, who would pay attention to all of the technical specifications of a server?
 
Although they may not have an ad geared towards the hosting industry, who would pay attention to all of the technical specifications of a server?
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Oh I agree totally. However, I feel that they could have used their current ad topic, in a much more creative way.

The point of the superbowl ads is a lot more than just getting your name out or advertising your product. It has become tradition, that they are fall down funny.

I just don't think goDaddy's commercial meets that criteria.
 
Wow. I don't think I would've approved such a commercial either. I think Fox saved GoDaddy's life right there.
 
I think it is a good idea for Godaddy. I is the single most watched single day event worldwide.

A few years ago a company decided to go to "make it or break it" on a single SuperBowl commercial. It worked for them. (Monster.com)

Even though Godaddy is more established than monster.com was when they did it, I still think it's a good idea.

One thing most people don't understand though is that in much of the world, outside the US, people don't see the scheduled commercials. They see the commercials of the local cable stations instead.
 
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