More Web site traffic, more social media buzz and more new customers this year propelled Go Daddy to an all-new Super Bowl sales record.
“Everything came together beautifully this year,” said Go Daddy CEO and Founder Bob Parsons. “We had a tremendous surge in Web traffic, sustained the spike, converted new customers and shot overall sales off the chart. This is a textbook Super Bowl campaign for Go Daddy!”
Akamai, a third-party distribution network that handled most all of this year’s Super Bowl advertiser content, confirms Go Daddy visitors accounted for the overwhelming majority of both Internet spikes during the 2010 Super Bowl. Akamai posted Internet traffic charts during the big game that showed dramatic surges immediately following the Go Daddy ads.
Go Daddy, as it has for years now, uses its Super Bowl commercials to promote Web site visits, inviting viewers to “see more” in unrated, revealing “Internet-Only” versions of the ad’s story at GoDaddy.com.
comScore, a company that measures Web traffic, issued a report before kickoff, listing Go Daddy as one of the “most anticipated” advertisers in the Super Bowl. Critics, however, were not impressed after seeing the GoDaddy-esque ads, titled “Spa” and “News.” Veteran Adweek critic Barbara Lippert wrote, “Go Daddy is back to the lowest of the low.”
“I knew we were going to hit it big when Barbara ranked us, once again, as the ‘lowest of the low’ – for me that’s quite an achievement. I can’t wait to tell my mother,” Parsons grinned. “We signed up more new customers than any other Super Bowl Sunday in our six year history and set a sales record too.”
Go Daddy is a leader in the social media space as well, which also helped in terms of engaging the public. The domain name registrar and Web host provider was one of this year’s Super Bowl advertisers leveraging Twitter and Facebook with its campaign. By the time Go Daddy’s first-quarter ad aired, Go Daddy was a trending topic on Twitter. In fact, variations of Go Daddy and Super Bowl were the only two topics to rank twice each on Twitter’s top ten list at that time.
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