GoDaddy, a constant presence during the Super Bowl for 12 years now, has recently stated that it will not be returning in February 2016. Everything is part of its news marketing strategy.
A company official revealed that although the Super Bowl has been a perfect launching pad, it doesn't intend to return for the next Big Game mostly because the company aims for a more targeted brand marketing.
Among the memorable spots created by the company, the ones with NASCAR driver Danica Patrick or the Israeli supermodel Bar Rafaeli are most worth being mentioned. In 2009, Patrick made her first on-air ad appearance, and the spot has been considered by Tivo to be the most watched of the game.
Throughout the years, GoDaddy has also had some controversial ads. The last one of this kind is from the previous year and features a golden retriever puppy that falls off a truck and is then given to another owner. The company pulled the commercial off and removed it from YouTube after it has been severely criticized for underrating the puppy farms, AdWeek reports.
In response, the company teamed up with Barton F. Graf agency and created another commercial called “Working” that pictures a small-business owner who decides to work instead of watching the Super Bowl.
GoDaddy’s official has also stated that, over the past several months, they have tried to shift away from high-level domestic brand awareness to a more personalized approach.
The company already started working on these important strategies by hiring MEC as its official marketing agency and TBWA Worldwide as its advertising agency. According to Phil Bienert, GoDaddy’s CEO, his company chose MEC because they are a strong partner with the required local media expertise, global technologies, and tools that can help GoDaddy reach its goals.
Earlier this year, GoDaddy also ended up its sponsorship contract with Danica Patrick, after six years of working together.
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