Go Daddy Has Biggest Post Super Bowl Sales Day Ever
Apparently the concept of “Beauty and the Geek” sells. Web hosting company Go Daddy announced its biggest post-Super Bowl sales day ever after it aired an ad that—while still featuring a couple of hotties—paired its two faces: The sexy side and the smart side.
“There are two sides to Go Daddy,” narrator and Go Daddy Girl Danica Patrick said in the ad’s opening. “There’s the sexy side represented by Bar Rafaeli, and the smart side that creates a Web site for your business represented by Walter. And together they’re perfect.”
What followed has been described as disgusting, cringeworthy, inappropriate and stereotypical, earning the Twitter tagline #NotBuyingIt, as supermodel Rafaeli and actor Jesse Heiman preceded to liplock what seemed like an advertising eternity. For all its controversy, the ad certainly did its job.
“Attracting new customers is what advertising is all about,” Go Daddy CEO Blake Irving said in a statement. “We set all-time Super Bowl Sunday records for mobile sales, Website Builders, website hosting and new customers.”
The ad not only trended on Twitter, ranked on Google and got more than 4 million YouTube views before the Super Bowl even aired, but Go Daddy’s hosting sales jumped 45 percent Monday, dot-com domain sales rose 40 percent and new mobile customers increased 35 percent. In fact, the company added 10,000 customers in the 24 hours following the ad’s broadcast.
In spite of its commercial success, “The Perfect Match” scored last among all Super Bowl spots according to USA Today’s Ad Meter. Maybe the publisher needs to reevaluate its criteria.
“We’re not going to apologize for ‘The Kiss,’” Irving said. “It’s sparking conversations. It was approved by network Standards and Practices and it uses humor to illustrate the point about how powerful a combination ‘sexy’ and ‘smart’ are. Personally, I think it’s hilarious.”