Godaddy Set Sales Record For Super Bowl Sunday

According to a press release this morning, “Go Daddy also broke its own records for sales on a Super Bowl Sunday”

It also claimed its commercial featuring a QR code produced the “best mobile website traffic … ever.”

Godaddy also says that .Co “enjoyed a significant surge in .CO domain name registrations over the weekend and throughout the live broadcast”.

Godaddy admits in the PR that “Critics Panned their Super Bowl Ads,  but Go Daddy Sees RECORD RESULTS anyway”.

Here is some other info from the press release:

“Go Daddy’s “Body Paint” ad accounted for a tremendous Internet spike during the Super Bowl as reported by Akamai Technologies, a company that monitored Internet usage during the Super Bowl.”

“As a result, GoDaddy.com is serving more customers than ever before, rocketing past a historic 10 million customer mark during the Super Bowl broadcast.”

“The achievement came courtesy of two Internet-Only commercials that prompted viewers to visit the Go Daddy website and a first-ever Super Bowl “technology play” involving an on-screen symbol geared for smartphone users.”

“Go Daddy engaged smartphone users by putting a Quick Response (QR) Code on its Super Bowl commercial, “Cloud.” and “receive discounts for Go Daddy’s cloud-based products and services.”

“Initially, some criticized the move, saying the QR Code looked unusual on the screen, but the gamble paid off as more viewers than ever visited GoDaddyMobile.com.”

“We decided it was worth the risk to play to all the people watching the game and using their smartphones simultaneously,” said Go Daddy Executive Chairman and Founder Bob Parsons. “I’m thrilled we made the decision. Viewers scanned the code and as a result, Go Daddy set an all-time sales record for our mobile site.”

“Prior to the game, it was estimated smartphone users would check their devices ten times during the game. Go Daddy has used the technology in other television ads, but a QR code had never been used in a Super Bowl commercial by any advertiser.”

“The QR Code technique debuted with the star who has been in more Super Bowl commercials (10) than any other celebrity ever, Danica Patrick.”

“People think of Go Daddy as a fun company and we do like to have fun with the Super Bowl ads — filming the ‘Cloud’ with the new Pussycat Dolls was a blast and I think that came through in the commercial,” Danica said. “When you boil it down, Go Daddy is an innovative company, they’re willing to try new things, but at its core, Go Daddy is all about taking care of customers — it’s the best of both worlds and it’s the real secret to Go Daddy’s success.”

“This is Go Daddy’s eighth consecutive Super Bowl advertising campaign. “The commercials have really helped bring domain names into the mainstream consciousness,” said Go Daddy CEO Warren Adelman. “There is no other television event where people actually watch for the commercials. Our Super Bowl spots have raised awareness for Go Daddy. Once we attract viewers to our business, we follow-up with our value-rich product offerings and industry-best customer service — that reliability and service is what makes Go Daddy number one in the world.”

Go Daddy’s “Cloud” commercial also appears to have raised awareness about Go Daddy’s wide array of cloud-based products, including Web hosting, email hosting and website builders, which saw strong sales on game day.”

“Also winning big with this year’s Super Bowl campaign are GoDaddy’s .Co Internet partners who enjoyed a significant surge in .CO domain name registrations over the weekend and throughout the live broadcast.

The .CO Go Daddy “Body Paint” ad featured Danica and Jillian Michaels painting .CO domain logos and brand messages on a stunning model. Viewers engaged, visiting GoDaddy.co to see what the “hot model” was actually wearing.”

“A clear brand message, great entertainment value and the most incredible product placement imaginable … the Go Daddy ad featuring the dot-CO domain has it all,” said Juan Diego Calle, CEO of .CO Internet, the company behind the hot, new .CO domain extension.  “With the dot-CO logo prominently painted on the body of the beautiful Natalia Velez, the dot-CO spot broke through the clutter, grabbed the attention of millions of consumers and resulted in a 10 times increase for dot-CO domain name sales.”

Before Go Daddy aired its first Super Bowl commercial in 2005, it was an unknown with a mere 16 percent market share. The day following that first Super Bowl ad, Go Daddy’s market share of active domain names jumped to 25 percent and has grown every year since. Last year, Go Daddy surpassed the 53 percent market share milestone.”

I saw the commercials and actually thought they were effective.  I do think that Godaddy was the only advertiser that went for the QR code while many opted to tag their commercial to their Facebook page or using a hash tag for Twitter.

Congrats to Godaddy and the .Co team for another record Super Bowl.

Comments

  1. says

    The fact that GoDaddy has been promoting .CO by investing for the second year in a row in a Super Bowl commercial proves they believe in the extension’s potential. Congrats to both teams.

  2. Tony says

    @Joe: They either believe in the extension OR the extension is much more lucrative per name sale. I believe it’s the later.

    Many people still thought that the .co commercial was a spoof over it’s much bigger brother .COM

  3. says

    @Tony

    Of course they promote .CO because they believe the extension can make them much money, GoDaddy isn’t a non-profit organization :) You don’t spend money promoting something you think has no potential.

  4. adam says

    I know Michael.
    First my comment was regarding gd. Second one .co – I just mentioned it here as I like facts ( how many were drops, current number of .co registrations etc.) and .CO does not give many recently.
    Earlier it was not a problem. Its obvious if they had good ones they would report them as they do with any good news.

    I personally believe no many people (excluding this weekend)t are registering .co now as premium ones have gone.
    So if they had ` 10 times increase ` that numbers was not so big.
    I think choosing second class .co is not a good idea. I`d rather choose third class .com – they are not expensive.
    I do have some .co`s – only pure premium ones.

    Michael, how nice sale (just approx. price) will be reported ?

  5. BrianWick says

    How many times have we heard (or been emailed) this “…hi…I was on godaddy and bought a .co (or some other non.com) and I was just wondering if you might be interested in selling me the .com”

    The issue is not about selling something of no value vs. selling something that carries value after an impulse buy – the issue is godaddy and .co got in – got out and already made their money before that phone call or email was made.

    Nothing wrong with that ? in this case blowing $100 on garbage domains vs. $100 on chips and junk food at a superbowl party

  6. says

    Thanks GoDaddy. People couldn’t find my site because we named ourselves mygearchange.com which is software for call centers but Google puts us under oil change gear. We were thinking of spending $50K to fix this with a better name, but we can just use a QR code and no one will ever have to type our name in a browser or search for it.

    I’ve always been critical of these ads because you have every ceo, every agency, every venture backed right in front of you and you could really use the opportunity to make them aware that names can make or break a business and they may have a name that’s a liability rather than asset and every minute of the day thousands of names that could grow or change their business are finding permanent homes elsewhere. Like the “this is your brain, this is your brain on drugs” I’d show an image of the ceo going into the office and seeing his name on a building, sign, reception area or card. “This is how you see your sign.” “But this is how your sign is seen by the world.” Show Twitter feeds, Facebook icon, mobile icon, Google page- moreover all the industry news feeds that include all the competition.

    But GoDaddy never cared about end users. It was all about mesmerizing speculators with sex the way DomainFest did with the playboy club. And talking to the investment community, both bets paid off. But when I put on my GoDaddy t-shirt and go to the dog park or mall, people will look at it, look away and eventually get the courage to walk up to me and ask “what’s Go Daddy?”

    I don’t think you can have the elephant scandal, the accounts lost to being on the wrong side of your clients issue and years of criticism from the very audience people like Elliot Silver are praying will come from the commercial and buy one of his premium listings.

    As David Ogilvy ranted in Ogilvy on Advertising is that a lot of advertisers and agencies get so caught up in being cool and creative, the commercial becomes their product at the expense of the product it could be promoting.

    I think you can’t ignore that word of mouth and social media will drive the future more than any ad. Here’s some I found:

    “I do have to give a dishonorable mention to the newest Go Daddy commercial, though. Don’t get me wrong; I was never a huge fan of their adverts in the first place, but by this point in time they’re basically just making softcore porn flicks. And I say that’s just wrong. Wrong, wrong, wrong. You want people to remember your company? You’ve got to go all the way. ”

    “I’m thinking you get some guy to tattoo Go Daddy on his dick and then make a series of hardcore pornographic films. Danica Patrick certainly seems like she’ll do anything for a commercial, so I’m sure we could get her on board. Now all we need is a dude. Someone who would be willing to sacrifice his dignity for a commercial. Better yet, someone who has no dignity to begin with! Maybe an internet columnist of some sort….you see where I’m going with this, right? Plus, let’s be frank here: thirty second spots would be absolutely perfect for me. ”

    These ads are embarrassing and insulting. Not just insulting to women, they’re insulting to the viewer. GoDaddy exemplifies the success of appealing to the lowest common denominator–yet making lots of money by catering to the slimiest aspects of human nature isn’t something to be proud of.

    “Then again, their CEO’s humanitarian campaign was underscored by executing an elephant to an AC/DC soundtrack. At least they’re thematically consistent. “GoDaddy: We’re All Knuckle-Dragging Bottom-Feeders Here.”

  7. says

    I will have to check over the commercial. I love the idea
    that they put a QR code in to a broadcast tv ad ‘though!.. :-)

    That is real innovative thinking at work, and I think it must
    be possible to use other media types in similar, creative, ways
    too…

    GoDaddy are the original ‘trial-blazers’!

  8. says

    ok Risk- so the best way to get a lot of traffic to my site is spend $5 million for ad , show a QR code and some skin and suggest if they want to see more scan the code… The implication is we can show pussycat dolls on TV but if you want t see just the pussy part go to our website?

    The most effective Super Bowl spot also used SEX to sell. And the model was 92. It was memorable, funny and delivered the largest audience ever. Also a factor they invested in the domain that matched the show name. TheVoice.com. Wonder what their traffic spike was and how many people subscribed.

    Maybe the best way to spend $5 to sell domains is to show how the voice got a head start by starting with the best domain name. Such an ad might speak to the Hollywood audience and get their attention as they continue to launch programs (last man standing- Schilling) and SaveMe (Schwartz) that will lose all the opportunity that THeVoice captured by valuing the domain name choice as much as they did the cast names.

    In fact, since the Super Bowl ads have become as bigger contest as the game itself- what better opportunity to use the ad to show how and why some ads succeed while others fail. This is the biggest day for advertising and what better way to show the world that domains are an advertisement. And there isn’t another ingredient (iconic agency, sexy girls, great music, big stars,clint eastwood, dogs finding missing cat. famous directors) that can make an ad more effective then a memorable call-to-action.

  9. says

    @owen frager

    I’m not 100% sure I understand your comment, but if
    you are wanting to suggest that QR codes have no place
    in a typical SuperBowl ad then I have to disagree…

    Certainly, GD sell domains but they are not ‘domainers’.
    They are a business, and they will try out and test the
    best methods of response they can (and good luck to
    them).

    If you didn’t think GD were ‘flying the domainer flag’,
    because of the QR code, then so what? They paid for the
    ad, and they can do what they want; they don’t owe a free
    lunch to you, me, or anyone else involved in the DN
    community.

    QR codes, in my opinion, will never supplant domain use,
    and will only ever augment it. But if you feel threatened
    by QR codes, and it sounds a bit like you are, then you’re
    actually telling folks what you REALLY think about domains.

    Aren’t you?

  10. says

    It’s important to remember that a domain name is not
    just a way of accessing content, it’s an identity.

    A QR code is a handy way of accessing a site, but, unlike
    a domain name, it can NEVER become an identity in its
    own right…

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