We’re not necessarily “outraged” or “offended” by GoDaddy’s latest Super Bowl attempt — but, as marketers, we do find it truly thought-provoking. One has to wonder, “What were they thinking?” We’ll get to that in a moment, but here’s a quick recap to get you up-to-speed on what’s been happening: The 2015 GoDaddy Super Bowl ad depicts an adorable Golden Retriever puppy who falls out of a box from the back of a pickup truck and races through the rain back to his home — only to find that he’s been sold on a website built by GoDaddy! “Ship him out!” the presumed Backyard Breeder orders the delivery driver — who happens to be race car driver Danica Patrick. Needless to say, the animal rights activists were all over this one. “Journey Home” previewed Monday morning on the Today show; by Tuesday evening, a Change.org petition had over 42,000 signatures calling for the […]
The Super Bowl is the most highly anticipated advertising event of the year. Even if you don’t have the budget for a multi-million-dollar TV spot, your business can still learn a lot from what advertisers are doing during this high-profile event. Lesson 1: Exposure Is Expensive! Super Bowl 2012 attracted a whopping 111.3 million viewers, making it the “most-watched telecast of all time.” WOW! To have your product and your brand in front of that many people is going to cost you, though. Nielsen reports that the cost for a 30-second TV spot is creeping up toward $3.5 million. Lesson 2: Sometimes It’s Worth The Splurge. It’s not practical for small companies to take out a loan just to run a Super Bowl ad. However, for companies that gross millions or billions a year, the splurge on a well-thought ad could be worthwhile. Nielsen data suggests that ads running during last […]