Chairman and Founder Bob Parsons refers to the marketing as "GoDaddy-esque" which he describes as "fun, edgy, and a bit inappropriate". Most of Go Daddy's early television ads starred former WWE Diva Candice Michelle, usually appearing in a sexually suggestive manner. She has been referred to as "Miss GoDaddy.com" or "The
GoDaddy Girl" by fans and on WWE television shows, where she also does the "Go Daddy Dance" (twirling her arms around her body while slowly turning) as part of her wrestling gimmick.
In 2006, Go Daddy began sponsoring IndyCar driver Danica Patrick, who subsequently joined the "Go Daddy Girl" lineup and began playing a prominent role in the company's commercials. In March 2009, Go Daddy announced professional poker player Vanessa Rousso as the newest Go Daddy Girl. Vanessa competed in the Go Daddy sponsored NBC National Heads-Up Poker Championship the same month, finishing second and making history by being the first woman to make it to the finals. Also in March 2009, Go Daddy added pro-golfer Anna Rawson, bringing the Go Daddy Girl spokeswomen count to four. She is edgy, she is fun, she is hotter than firecrackers, she is very clever and everything we look for in a Go Daddy Girl, Executive Chairman and Founder Bob Parsons said of Rawson at a news conference in Phoenix. In August 2009, another Go Daddy Girl was announced. A Russian native, Marina Orlova is an online linguist, explaining the origin of words on her HotforWords.com Web site. A New Yorker magazine blogger called her the sexiest philologist in the world.
In 2010, Go Daddy announced it is adding "America's Toughest Trainer" Jillian Michaels as a Go Daddy Girl. Michaels joins race car driver Danica Patrick as a Go Daddy Girl, a move that Executive Chairman and Founder Bob Parsons said should attract new customers. Michaels is a well-known celebrity, famous for her role as a health and wellness coach on NBC's hit show, "The Biggest Loser".
Super Bowl XLII advertisement
On August 13, 2007, Bob Parsons announced that GoDaddy may be sitting out Super Bowl XLII. "There's always the possibility that we might not be able to get an appropriately edgy advertisement approved," he said. "All things considered, there's a strong argument for staying on the sidelines this year and taking that Super Bowl advertising money and using it for other opportunities," he added. However, on January 28, 2008, during a telecast of World Wrestling Entertainment's RAW program on USA Network in a reverse of field, it was disclosed by Go Daddy spokesperson (and WWE diva) Candice Michelle that there will be an advertisement during the game, which featured a "behind the scenes" look into that ad. Once again, Go Daddy went through more than a dozen submissions before it was able to get a commercial approved by Fox,the same network that had pulled its Super Bowl XXXIX advertisement before its second scheduled airing. GoDaddy had hoped to broadcast a spot called "Exposure" featuring Go Daddy Girl Danica Patrick and animatronic beavers. But Fox deemed the spot too racy for prime time television and told Parsons it would not air it unless he removed the word "beaver". Parsons refused, and Go Daddy instead aired a completely different commercial, called "Spot On". The spot was essentially an "Ad to an Ad" and told viewers to go to the company's Web site to see "Exposure". "Spot On" aired in the first quarter of Super Bowl XLII, and the company quickly deemed it an enormous success. Go Daddy logged more than one million views of the "Exposure" advertisement before the game ended and reported 1.5 million visits to the GoDaddy.com Web site.
"Baseball" was the most watched Super Bowl commercial according to TiVo, Inc. According to comScore, Go Daddy ranked first in advertiser Web site follow-through. Rob Goulding, head of business-to-business markets for Google, offered an in-depth analysis of Super Bowl spots that aired during Sunday's championship game. He said the most successful were multichannel-oriented, driving viewers to Web sites and "focusing on conversion as never before." Go Daddy experienced significant Web traffic and a strong "hangover" effect of viewer interest in the days that followed due to a provocative "teaser" advertisement pointing to the Web, Goulding said.
IndyCar
In 2010, Go Daddy was again the presenting sponsor for the live race broadcast and the primary sponsor for IndyCar driver Danica Patrick. And, for the first time ever, GoDaddy broadcast user-generated commercials as part of its advertising strategy. The top three winners of Go Daddy's "Create Your Own Commercial" contest had their ads air during the race broadcast. Creators of the first place advertisement "Go Momma" received $100,000 in cash.The commercial features a mother who creates a Web site with Go Daddy in order to save time and still keep in touch with her family. In the thirty-second story, she posts her cherished family recipes on her Web site, even though she's not tech-savvy. The grand prize winner of the user-generated content contest is not only cleavage-free and smarm-free, it also celebrates an empowered woman of a certain age who uses Go Daddy to help her solve a family problem.
In 2009, for a third consecutive year, Go Daddy was the presenting sponsor of the Indianapolis 500 race broadcast on ABC. GoDaddy also debuted a new commercial called "Speeding" during the Indy 500. The commercial features Danica Patrick getting pulled over for speeding by a female cop wanting to be a "Go Daddy Girl". The advertisement teases to an edgier Web version that drove a 570% traffic increase to GoDaddy.com. </ref>
For the Las Vegas race in 2011, Go Daddy launched the Go Daddy IndyCar Challenge where the only participent, driver Dan Wheldon, would have won $2.5m each for himself and randomly selected fan, Ann Babenco, if he won the race, starting from last place. A 15 car pile up 12 laps into the race injured 4 drivers and killed Wheldon. New Jersey On-Line - IndyCar driver Dan Wheldon's death hits home with High Bridge family, October 16, 2011
Despite the tragedy (Wheldon had been set for the 2012 season with Andretti Autosport in the renumbered #27 Chevrolet), Go Daddy will return to Andretti Autosport with second-year driver James Hinchcliffe. Go Daddy's commercials with Andretti Autosport will focus on the "Mario Andretti Advice Show" gimmick, and later in the season Hinchliffe's "Mayor of Hinchtown" Web promotion is expected for Go Daddy promotion.
Super Bowl XLIV advertisements
In September 2009, GoDaddy announced it would be returning advertisers in the 2010 Super Bowl, purchasing two spots. The commercials "Spa" and "News" starred Go Daddy Girl and racecar driver Danica Patrick. In "Spa," Patrick is getting a lavish massage when the masseuse breaks into a spontaneous Go Daddy Girl audition. The second advertisement called "News" has news anchors conducting a 'gotcha' interview with GoDaddy Girl Danica Patrick about commercials known for being too hot for television.
NASCAR and JR Motorsports
Danica Patrick preparing to enter the Go Daddy car for the BAL.
A fourth spokesman, with commercials which are not sexually suggestive, has appeared in ads starting in 2008. These advertisements, which air in NASCAR broadcasts, feature NASCAR Nationwide Series owner Dale Earnhardt, Jr., who designed and owns and occasionally drives the #5 JR Motorsports Chevrolet in the series. GoDaddy 's sponsorship of the team includes five races in 2008 with Mark Martin and Ron Fellows (who won the NAPA Auto Parts 200 in the Go Daddy Chevrolet), sharing duties in the races with Earnhardt Jr. Junior designed the paint scheme for the car, which in true Earnhardt tradition is dominated by black with green and orange (the colors of Go Daddy). GoDaddy.com also has sponsored the Randy Moss Motorsports (aka Morgan-Dollar Motorsports) truck when Landon Cassill drives it, both in the original #46 and later as #81, as Cassill is a Hendrick Motorsports Developmental Driver, which includes selected Nationwide Series races in Earnhardt's #5 car.
Go Daddy has also sponsored Brad Keselowski in the #25 for Hendrick Motorsports on a limited basis in the Sprint Cup series (owing to the "part-time rookie exemption" to a four-car limit). After a successful 2008 season, Go Daddy is expanding its 2009 NASCAR sponsorship with the JR Motorsports organisation, sponsoring 20 Nationwide Series races as primary sponsor, split between the #5 and #88 teams. The #88 deal gave Keselowski a full 35-race NASCAR Nationwide Series sponsorship for 2009 split with Delphi and Unilever. Go Daddy will also be the primary sponsor for seven races in the Sprint Cup Series with Keselowski driving. GoDaddy.com signed a one-year deal with Darlington Raceway to sponsor the 53rd Annual Rebel 500, the fifth-oldest race on the Sprint Cup circuit. Keselowski got his third Nationwide victory at Dover - his first in the #88 GoDaddy.com Chevrolet. In the same season, Keselowski scored a second Nationwide victory in the #88 GoDaddy.com Chevrolet at the first ever NASCAR race at Iowa SpeedwayAnd then at Michigan.
For 2010, the Hendrick/ GoDaddy association will continue; Danica Patrick will drive a 12 race schedule in the #7 GoDaddy.com Chevrolet for JR Motorsports, and Mark Martin's #5 team will now have Go Daddy as its primary sponsor for the majority of the season.
In 2006, Go Daddy began sponsoring IndyCar driver Danica Patrick, who subsequently joined the "Go Daddy Girl" lineup and began playing a prominent role in the company's commercials. In March 2009, Go Daddy announced professional poker player Vanessa Rousso as the newest Go Daddy Girl. Vanessa competed in the Go Daddy sponsored NBC National Heads-Up Poker Championship the same month, finishing second and making history by being the first woman to make it to the finals. Also in March 2009, Go Daddy added pro-golfer Anna Rawson, bringing the Go Daddy Girl spokeswomen count to four. She is edgy, she is fun, she is hotter than firecrackers, she is very clever and everything we look for in a Go Daddy Girl, Executive Chairman and Founder Bob Parsons said of Rawson at a news conference in Phoenix. In August 2009, another Go Daddy Girl was announced. A Russian native, Marina Orlova is an online linguist, explaining the origin of words on her HotforWords.com Web site. A New Yorker magazine blogger called her the sexiest philologist in the world.
In 2010, Go Daddy announced it is adding "America's Toughest Trainer" Jillian Michaels as a Go Daddy Girl. Michaels joins race car driver Danica Patrick as a Go Daddy Girl, a move that Executive Chairman and Founder Bob Parsons said should attract new customers. Michaels is a well-known celebrity, famous for her role as a health and wellness coach on NBC's hit show, "The Biggest Loser".
Super Bowl XLII advertisement
On August 13, 2007, Bob Parsons announced that GoDaddy may be sitting out Super Bowl XLII. "There's always the possibility that we might not be able to get an appropriately edgy advertisement approved," he said. "All things considered, there's a strong argument for staying on the sidelines this year and taking that Super Bowl advertising money and using it for other opportunities," he added. However, on January 28, 2008, during a telecast of World Wrestling Entertainment's RAW program on USA Network in a reverse of field, it was disclosed by Go Daddy spokesperson (and WWE diva) Candice Michelle that there will be an advertisement during the game, which featured a "behind the scenes" look into that ad. Once again, Go Daddy went through more than a dozen submissions before it was able to get a commercial approved by Fox,the same network that had pulled its Super Bowl XXXIX advertisement before its second scheduled airing. GoDaddy had hoped to broadcast a spot called "Exposure" featuring Go Daddy Girl Danica Patrick and animatronic beavers. But Fox deemed the spot too racy for prime time television and told Parsons it would not air it unless he removed the word "beaver". Parsons refused, and Go Daddy instead aired a completely different commercial, called "Spot On". The spot was essentially an "Ad to an Ad" and told viewers to go to the company's Web site to see "Exposure". "Spot On" aired in the first quarter of Super Bowl XLII, and the company quickly deemed it an enormous success. Go Daddy logged more than one million views of the "Exposure" advertisement before the game ended and reported 1.5 million visits to the GoDaddy.com Web site.
"Baseball" was the most watched Super Bowl commercial according to TiVo, Inc. According to comScore, Go Daddy ranked first in advertiser Web site follow-through. Rob Goulding, head of business-to-business markets for Google, offered an in-depth analysis of Super Bowl spots that aired during Sunday's championship game. He said the most successful were multichannel-oriented, driving viewers to Web sites and "focusing on conversion as never before." Go Daddy experienced significant Web traffic and a strong "hangover" effect of viewer interest in the days that followed due to a provocative "teaser" advertisement pointing to the Web, Goulding said.IndyCar
In 2010, Go Daddy was again the presenting sponsor for the live race broadcast and the primary sponsor for IndyCar driver Danica Patrick. And, for the first time ever, GoDaddy broadcast user-generated commercials as part of its advertising strategy. The top three winners of Go Daddy's "Create Your Own Commercial" contest had their ads air during the race broadcast. Creators of the first place advertisement "Go Momma" received $100,000 in cash.The commercial features a mother who creates a Web site with Go Daddy in order to save time and still keep in touch with her family. In the thirty-second story, she posts her cherished family recipes on her Web site, even though she's not tech-savvy. The grand prize winner of the user-generated content contest is not only cleavage-free and smarm-free, it also celebrates an empowered woman of a certain age who uses Go Daddy to help her solve a family problem.
In 2009, for a third consecutive year, Go Daddy was the presenting sponsor of the Indianapolis 500 race broadcast on ABC. GoDaddy also debuted a new commercial called "Speeding" during the Indy 500. The commercial features Danica Patrick getting pulled over for speeding by a female cop wanting to be a "Go Daddy Girl". The advertisement teases to an edgier Web version that drove a 570% traffic increase to GoDaddy.com. </ref>
For the Las Vegas race in 2011, Go Daddy launched the Go Daddy IndyCar Challenge where the only participent, driver Dan Wheldon, would have won $2.5m each for himself and randomly selected fan, Ann Babenco, if he won the race, starting from last place. A 15 car pile up 12 laps into the race injured 4 drivers and killed Wheldon. New Jersey On-Line - IndyCar driver Dan Wheldon's death hits home with High Bridge family, October 16, 2011
Despite the tragedy (Wheldon had been set for the 2012 season with Andretti Autosport in the renumbered #27 Chevrolet), Go Daddy will return to Andretti Autosport with second-year driver James Hinchcliffe. Go Daddy's commercials with Andretti Autosport will focus on the "Mario Andretti Advice Show" gimmick, and later in the season Hinchliffe's "Mayor of Hinchtown" Web promotion is expected for Go Daddy promotion.
Super Bowl XLIV advertisements
In September 2009, GoDaddy announced it would be returning advertisers in the 2010 Super Bowl, purchasing two spots. The commercials "Spa" and "News" starred Go Daddy Girl and racecar driver Danica Patrick. In "Spa," Patrick is getting a lavish massage when the masseuse breaks into a spontaneous Go Daddy Girl audition. The second advertisement called "News" has news anchors conducting a 'gotcha' interview with GoDaddy Girl Danica Patrick about commercials known for being too hot for television.
NASCAR and JR Motorsports
Danica Patrick preparing to enter the Go Daddy car for the BAL.
A fourth spokesman, with commercials which are not sexually suggestive, has appeared in ads starting in 2008. These advertisements, which air in NASCAR broadcasts, feature NASCAR Nationwide Series owner Dale Earnhardt, Jr., who designed and owns and occasionally drives the #5 JR Motorsports Chevrolet in the series. GoDaddy 's sponsorship of the team includes five races in 2008 with Mark Martin and Ron Fellows (who won the NAPA Auto Parts 200 in the Go Daddy Chevrolet), sharing duties in the races with Earnhardt Jr. Junior designed the paint scheme for the car, which in true Earnhardt tradition is dominated by black with green and orange (the colors of Go Daddy). GoDaddy.com also has sponsored the Randy Moss Motorsports (aka Morgan-Dollar Motorsports) truck when Landon Cassill drives it, both in the original #46 and later as #81, as Cassill is a Hendrick Motorsports Developmental Driver, which includes selected Nationwide Series races in Earnhardt's #5 car.
Go Daddy has also sponsored Brad Keselowski in the #25 for Hendrick Motorsports on a limited basis in the Sprint Cup series (owing to the "part-time rookie exemption" to a four-car limit). After a successful 2008 season, Go Daddy is expanding its 2009 NASCAR sponsorship with the JR Motorsports organisation, sponsoring 20 Nationwide Series races as primary sponsor, split between the #5 and #88 teams. The #88 deal gave Keselowski a full 35-race NASCAR Nationwide Series sponsorship for 2009 split with Delphi and Unilever. Go Daddy will also be the primary sponsor for seven races in the Sprint Cup Series with Keselowski driving. GoDaddy.com signed a one-year deal with Darlington Raceway to sponsor the 53rd Annual Rebel 500, the fifth-oldest race on the Sprint Cup circuit. Keselowski got his third Nationwide victory at Dover - his first in the #88 GoDaddy.com Chevrolet. In the same season, Keselowski scored a second Nationwide victory in the #88 GoDaddy.com Chevrolet at the first ever NASCAR race at Iowa SpeedwayAnd then at Michigan.
For 2010, the Hendrick/ GoDaddy association will continue; Danica Patrick will drive a 12 race schedule in the #7 GoDaddy.com Chevrolet for JR Motorsports, and Mark Martin's #5 team will now have Go Daddy as its primary sponsor for the majority of the season.
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