GoDaddy’s Super Bowl Ad Get’s Sexy, Again

Grade: 8/10

Capitalizing on its success of Super Bowl’s past, GoDaddy.com has once again pushed the limits with its 2010 commercials, featuring spokeswoman Danica Patrick. The domain hosting company has a number of commercials this year, one of which has already been banned by CBS. Both ads are definitely memorable, and bring the humor that has come to be expected from every Super Bowl ad.

This is GoDaddy’s 6th year as a SuperBowl advertiser, and reports show that since their initial 2005 advertisement, GoDaddy has secured a 50 percent market share for domain hosting and registration, more than three times the market share as its closest competitor.

GoDaddy’s audience, like the majority of Super Bowl viewers, are predominately males ages 35 and above. With Danica Patrick as a spokeswoman, these commercials bring even more appeal to the male audience. What really gives GoDaddy’s commercials their edge, however, is the invitation for viewers to log on to GoDaddy site to view an extended, unrated and uncensored version of the commercial. As each 30-second spot ends with a woman ripping her shirt off to reveal a GoDaddy branded top underneath, who can imagine what kind of content is waiting online?

Not only do these cliffhanger endings generate buzz and capture the audience’s attention, it also gets people to actually visit GoDaddy.com to see what its all about. The site’s traffic data shows that GoDaddy has seen a surge in visitors each January for the past few years – a 2 million visitor increase in 2008 – most likely from eager Super Bowl viewers heeding the call to see the extended commercial footage.

Where GoDaddy missteps, however, is by excluding the other half of their target market from the equation, as 44 percent of their customers are women. Though the commercials feature women, they are clearly targeted at a male audience. Based on the company’s past advertisements, this doesn’t seem to matter much to them, as they find continued success through their current strategies. As I4U News points out, GoDaddy’s advertising tactics are the same with every commercial, but they always seem to work.

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