Super Bowl Ad Results. Our ad breaks all records. One big surprise.

Monday, February 4, 2008

Holy smokes! Did our Super Bowl advertising strategy work well this year. In fact, the results were so strong we may actually have broken all records for Super Bowl generated traffic.

It started with a rejection.
As you may know, this year's plan came together after Fox finally rejected our ad featuring Danica Patrick which we call "Exposure." The ad is a spoof on young female celebrities who expose " what should not be exposed " to the Paparazzi when exiting their vehicles at Hollywood nightspots.

Fox: "The word beaver is verboten!"
Fox declined the ad, and said they would approve it only if we did not use the word beaver.

So, we took another route.
We withdrew the "Exposure" ad, and instead created an ad that told Super Bowl viewers how to see "Exposure" on the GoDaddy.com Web site.

Even we were surprised!
The results were just spectacular. Consider this:

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.

One final surprise.
More than 160,000 customers took our survey after viewing the ad on GoDaddy.com's Web site. 75% were male and 17% were female. The vast majorities of viewers liked "Exposure." But here's the surprise, 17.1% of males and 16.5% of females disliked the commercial " there was virtually no difference between the sexes!

Those who dislike our commercials tend to be the most vocal, and the most likely to make posts on this blog. Thus, the majority of posts tend to be negative. Should you skim through the comments here, please remember that the vast majority of those who liked our ad don't post. So a tabulation of positive and negative posts would not be a representative sample.

The surge in traffic continues.
Traffic to our Web site today is up over 4 times normal levels.

I think it's fair to say this year's Super Bowl was fantastic for Go Daddy -- in fact we knocked it out of the park!

Until next time.