Patrick helps GoDaddy hit records

February 3, 2009
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danicaHow successful were the GoDaddy ads aired on TV during the Super Bowl? That depends on who you ask. Some panned, while other praised the two ads featuring Indy Racing League driver Danica Patrick.

A USA Today pole of viewers rated GoDaddy’s ads No. 41 and No. 45 out of 50. The beef about USA Today’s Ad Meter among advertising executives is that it only measures how well viewers like the ad—and not consumer brand recall or any other sort of return on investment.

GoDaddy officials said they are getting plenty of return on investment. According to company officials, the two 30-second spots—which cost $3 million each in air time—are already paying heavy dividends. According to Akamai Technologies, one of the leading Internet traffic trackers, GoDaddy had the biggest increase in Web traffic of any of the Super Bowl advertisers. That probably has something to do with GoDaddy’s attempt at luring viewers to their Web site with the promise of an “unrated” addition to the company’s racy TV commercials. And Web surfers didn’t just stop by GoDaddy-an Internet domain name registry.

“[Sunday and Monday] broke records with respect to new customer sign ups and total orders,” said GoDaddy President and COO Warren Adelman. “It was a great Sunday.”

Adelman gives Patrick lots of credit for the successful campaign. “She’s enormously popular. She’s a dynamic, fun, intelligent spokesperson,” he said. “We think she draws a lot of attention to this campaign.”

GoDaddy’s “Enhanced” commercial, a parody of a congressional hearing starring Patrick, was the most-watched advertisement among TiVo users. The ads were ranked in part by how many times viewers rewound them and watched again. The enhanced spot aired at the game’s two minute warning. “We didn’t buy that ad time until Friday,” Adelman said. “We were just going to run the shower ad, but then another spot came open, so we decided to run both of our ads.”

GoDaddy officials won’t release total numbers of visitors to its Web site Sunday and Monday until later this week, but Adelman said he expects a strong double-digit percentage increase.
  • Damn that Danica for getting that much....exposure, and helping both her sponsor and the IRL get publicity. I hate that, that will so tick off the c>rt/owrs/ccws crowd.

    Why would any self respecting company use sex to sell and why would a sports league use sex to sell their product. Damn them all.
  • And what's up with having a fiery, spunky, beautiful woman involved in your sport venue and helping to raise awareness for sponsors? Why, what a novel idea! Shame on those IRL rascals.......
  • She's more famouser for goDaddy and Sports Illustrated than she is for IRL.

    Why hasn't the attendance incrteased at IRL events? Why is the league condensing? And why on earth would NBC or ABC or CBS or FOX or ESPN just lunge at the opportunity to broadcast a series that showcases Danicle?

  • She's also more famouserer that DaHooey!!!! Ain't that grate???
  • Probably for the same reason most motorsports series and most sports leagues are for that matter. It is the economy. Soon NASCAR will only be 4 and 5 car teams. Small teams cannot survive.

    Motor Trend reported that 1 or maybe 2 of the US automakers will greatly decrease involvement or get out of NASCAR altogether. Of course since the cars are all identical and the engines are the same, it really will not matter.
  • I'm not sure the success or failure of an entire enterprise can be laid at the feet of any one person. I know, I know, Tony is a major player in all of this. But my point is that Danica likely did and does have some upside to the IRL, but perhaps it has been overplayed. She certainly hasn't done anything to hurt the image of the league with the majority of fans.
  • But it still won't help attendance or the ratings on Reversus.
  • This year, and for the next few years, I do not think much will help attendance at most sporting events. But something was increasing attendance and ratings over the last few years.

    Now is the time for most entertainment, including sports leagues to hunker down and try to survive this storm while setting themselves up for growth.

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