100 million people are expected to watch Super Bowl XLV this Sunday evening in homes and bars across the country, employees of the domain name company Go Daddy will be working diligently at their headquarters in Scottsdale, Ariz.
"Are you kidding me? It's a work day," said the company's founder and CEO, Bob Parsons.
As Go Daddy 's seventh Super Bowl advertising campaign goes live, a large number of the company's 2,950 employees will be glued to computer monitors tracking visits to its website.
This year, the company is continuing its strategy of airing previews of risque commercials to pique the interest of Super Bowl viewers enough that they continue watching them on the Go Daddy website.
"We start with an edgy TV ad and have a much edgier Internet-only version," said Parsons. "The formula works for us. It gets people to our website."
This Sunday, one commercial will feature Patrick and Michaels and another will be a new " Go Daddy Girl" spot.
Go Daddy staff members understand that the Super Bowl campaign is vital to the business, even if it means watching the biggest game of the year away from home. Plus, employees can earn built-in vacation for the first three weeks of the year so that all hands are on deck on Sunday.
Parsons, who will be enjoying the game in his office with ginger ale, a bowl of popcorn and "surrounded by computers," said the ads have led to "tremendous growth."
He welcomes the controversy and buzz the edgy ads sometimes provoke because it leads to greater brand recognition and sales.
"Nobody copies us because they're afraid to be as politically incorrect as we are," said Parsons. "But it works for us."
The company expects to make $1.1 billion in sales this year.
Parsons said about 80 percent of viewers are fans of the advertising campaigns while 15 percent find them offensive.
Go Daddy does not comment on its ad spending, the price tag for Go Daddy 's two ads could be at least $6 million. According to Greyser Super Bowl ads average around $3 million per 30 second spot.
Parsons said once people learn about the company, the value from the company's products do the rest of the selling. He said Go Daddy 's products, such as domain names and secure certificates, have better pricing than competitors like Symantec and include free customer support from "highly paid and tenured" employees in the U.S., every hour of the day, and seven days a week.
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