In a post on their corporate blog, GoDaddy president Bob Parsons said that they will be advertising in the Super Bowl this year. This comes a couple of months after he stated that they would not be involved this year. In the post, Bob explained the success of the ad last year.
"Our 2006 Super Bowl ad was widely panned by the ad critics. In fact, Adweek's Barbara Lippert — a rather vocal critic who I respect and admire — started her annual Super Bowl ad review by calling the Go Daddy ad "the lowest of the low" I thought it was quite an honor for Barbara to mention us first and I loved her comment. Our 2006 Super Bowl ad performed almost as well as our 2005 ad. Before the ad aired Go Daddy's worldwide market share of new domain name registrations was 25%. The following week this number catapulted to 32% and held there."
Apparently Fox has already rejected two of their ad concepts, so this year's ad should be just as controversial as ever. Watch Bob's blog for details as this evolves.
UPDATE:
Brandweek has an interview with CEO Bob Parsons about his decision to return to the game after initially declaring they would not be involved this year. There are some interesting comments here, but from our standpoint here at Cymfony, we found Bob's response to this question most interesting:
BW: Will there be other GoDaddy events around the Super Bowl?
BP: I haven’t decided yet. It’s still a little early. What we found
is you have some sponsors who hype where they’re going to be before the game.
What we learned is that doesn’t really pay off because people are going to watch
anyhow. So while that might work for other occasions, that doesn’t work for the
Super Bowl.
This is in direct contrast the what we found in our analysis of Super Bowl advertisers. Our analysis of the 2007 Super Bowl conclusively shows that media coverage before the game drives greater consumer discussion after the game. You can download an abstract of this analysis on our site.
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Posted by: TMZ CLASSIFIEDS | March 04, 2009 at 07:20 AM