BtoB combines 'sexy' with 'smart' to showcase technology in Super Bowl spots

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Internet domain hosting and domain registration company debuted two TV spots on the broadcast of Super Bowl XLVII Feb. 3—its ninth consecutive year on the big game. The spots were created by Deutsch New York and play off the company's longstanding use of supermodels to attract business. But in a new twist, is redefining “sexy” to showcase how its technology can help small-business customers. In the following interview, Barb Rechterman, CMO at, discussed the company's Super Bowl strategy. [The interview was conducted before the game]. BtoB: Why does the Super Bowl make sense for you as an advertising platform? Rechterman: There are an estimated 110 million people expected to watch this year's Super Bowl. There's really nothing else like it. And what makes it such a great advertising platform is that it's a program where people tune in specifically to watch the commercials. We're going to talk to viewers about how important it is for businesses to be online in a way that is entertaining. We believe the Internet is the heart of the new economy. If your business isn't online, you're missing out on new customers every day, yet more than half of businesses don't have a website. We know we can help business owners grow their bottom lines by making it easy and affordable to build an Internet presence. BtoB: What is your strategy for this year's Super Bowl campaign? Rechterman: GoDaddy is redefining “sexy” to be more about our customers' success. Think, when “sexy” meets “smart,” your small business scores. We know we can help people grow their businesses online and we understand what sets GoDaddy apart from most everyone else in the industry is our personalized 24/7 customer service. Our plan is to tell that story in an entertaining way. We have two commercials in the Super Bowl this year, both 30-second ads. “Perfect Match” is a commercial illustrating GoDaddy's two sides—sexy and smart. Supermodel Bar Refaeli represents “sexy”—aka GoDaddy's edgy advertising reputation; and “Walter” represents “smart”—Go Daddy's technology and customer service side. Our second ad, “YourBigIdea.CO” is about launching a business with a good .CO domain name. In this spot, viewers see how success starts with a .CO domain name registration and a website. BtoB: Are you using other media—such as social media, online, mobile, etc.—to support your Super Bowl campaign? Rechterman: Last year, we set a record for our mobile website traffic, and we think this year will be even bigger. We know people are watching the game and searching and sharing with their smartphones. That's becoming a huge part of the Super Bowl experience. As for social media, we are going to incorporate hashtags into our campaign and offer special social content. We're already seeing lots of Super Bowl buzz in both Twitter and Facebook, which we love, by the way. BtoB: Can you share any results from past Super Bowl advertising? Rechterman: We're very happy with the results, which is why we are in the game for a ninth consecutive year. Our Super Bowl story really does tell an impressive business story. In 2005, before our first Super Bowl commercial, GoDaddy had 16% market share of new domain name registrations. After that first-ever GoDaddy ad aired, our market share jumped from 16% to 25% almost immediately after the game. Year after year, we have seen a steady increase in our market share following our Super Bowl commercials' airings. Today, we are at more than 50% market share and are the world's largest Web hosting provider and domain name registrar.
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