The Super Bowl is one of the most-watched television events in the United States, making it a goldmine for advertisers. Companies spend millions on high-impact commercials with the aim of launching new products, building brand identity, or getting the public talking. GoDaddy, the domain registration and web hosting giant, is no stranger to causing a stir during the Super Bowl. One of its most sensational and controversial ad campaigns aired in 2013, marking a significant moment in the company’s marketing history.
TLDR
In 2013, GoDaddy aired a Super Bowl commercial featuring a passionate kiss between supermodel Bar Refaeli and a stereotypically nerdy man named Walter. The ad caused outrage, amusement, and plenty of water-cooler chatter. Although panned by critics, the risky move paid off in terms of brand exposure and internet traffic. This case study analyzes how bold advertising strategies can yield substantial business results despite public backlash.
Background: GoDaddy’s Bold Branding
GoDaddy had already made a name for itself in previous Super Bowl campaigns with risqué and cheeky advertising. The brand, known for pushing boundaries, frequently used suggestive themes and attractive women to position itself as edgy and attention-grabbing. This strategy had proven highly effective in terms of spiking web traffic and drawing media coverage, establishing GoDaddy as a disruptor in the digital services industry.
The 2013 Super Bowl Ad: “Perfect Match”
The 2013 GoDaddy Super Bowl campaign titled “Perfect Match” was conceptualized to showcase the marriage of “sexy” and “smart”—GoDaddy’s branding metaphor for creative designs and robust technical capability. The ad starred fashion model Bar Refaeli locking lips in an extended, graphic kiss with Jesse Heiman, a self-professed geek with an everyman appeal.
Image not found in postmetaThe commercial was intentionally uncomfortable and designed to evoke a strong reaction. Some viewers were amused while others considered it distasteful. Nonetheless, the ad achieved what it set out to do—it got people talking, tweeting, and sharing.
Reaction & Controversy
The reaction to GoDaddy’s 2013 ad was immediate and intense. Social media channels lit up with mixed reactions ranging from laughter to disgust. Critics accused the company of low-brow marketing and lacking brand intelligence. In contrast, others applauded the bold risk the brand took to stand out in a sea of high-budget commercials.
According to The Wall Street Journal, the ad was one of the most talked-about spots during the event. Hashtags referencing the ad and its actors trended on Twitter, and YouTube views surged in the days following the Super Bowl.
Marketing Outcome: The Good, the Bad, and the Loud
While the ad may not have garnered critical acclaim, it generated astounding business results. GoDaddy reported a 45% increase in new customer acquisition within 24 hours of the commercial airing. Web traffic also jumped by 40%, and domain registrations spiked significantly.
- Positive Brand Awareness: Benefiting from the old adage “there’s no such thing as bad publicity,” GoDaddy significantly increased name recognition, particularly among younger, tech-savvy demographics.
- Viral Reach: The commercial went viral online, generating millions of views and shares across platforms.
- Sales Impact: Immediate increases in purchases and website sign-ups proved the effectiveness of high-risk advertising when done with intent.
However, not all feedback translated to tangible gains. Some existing customers expressed dissatisfaction, contemplating moving their domains to more “professional” hosting companies. Long-term perceptions of GoDaddy remained divisive for years afterward, with some viewing the company as juvenile and sexist.
What Made the Campaign Work?
The “Perfect Match” ad succeeded primarily because it aligned with GoDaddy’s established brand voice: bold, humorous, and controversial. Here are some reasons it worked:
- Shock Value: In a crowded Super Bowl commercial landscape, grabbing attention is essential. The awkward kiss ensured audience retention and discussion.
- Clear Brand Messaging: Despite its odd execution, the metaphor of combining “sexy” design with “smart” features effectively conveyed GoDaddy’s dual focus.
- Consistency: GoDaddy stayed consistent with its brand tone, maintaining its “bad boy” advertiser reputation, which had paid dividends in previous years.
- Real-Time Engagement: The company actively engaged with social media users during and after the ad aired, helping to amplify reach.
Lessons for Marketers
The GoDaddy 2013 Super Bowl ad offers invaluable insights for advertisers and brand managers alike.
- Know Your Audience: Understanding your target demographic helps in balancing controversy with appeal.
- Expect Polarization: Controversial ads are almost always polarizing. Prepare for both praise and backlash.
- Leverage Timing: Choosing a massive-stage event like the Super Bowl can magnify campaign impact tenfold.
- Have a Solid Product Behind the Campaign: Flashy or viral ads can only succeed if the core product or service delivers value, leading to long-term conversions.
Impact on Brand Evolution
Following the controversial success of the 2013 campaign, GoDaddy began to shift its branding direction. By 2014, the company took a more professional and inclusive tone in its advertising, possibly in response to accumulated criticism. The rebrand aimed to distance GoDaddy from its earlier image, instead focusing on empowering small businesses and entrepreneurs.
This transition illustrates an important evolution in brand management: while edgy campaigns can build awareness, they may also cap a company’s growth potential if not updated according to consumer trends and market maturity.
Conclusion
GoDaddy’s 2013 Super Bowl ad will forever be etched in marketing history as a case study in high-risk, high-reward advertising. While not everyone appreciated the awkwardness and shock of “Perfect Match,” the data speaks volumes about its effectiveness. For marketers, the key takeaway is that bold campaigns can yield exceptional returns—but must be backed by strategic intent and a willingness to adapt over time.
FAQ
- Q: What was the main message behind GoDaddy’s 2013 Super Bowl ad?
A: The ad aimed to demonstrate that GoDaddy combines “sexy” design with “smart” technology solutions, using a visual metaphor of an unlikely couple to get the point across. - Q: Who appeared in the GoDaddy “Perfect Match” commercial?
A: The ad featured Israeli supermodel Bar Refaeli and actor Jesse Heiman. - Q: Did the campaign result in increased sales or web traffic?
A: Yes, GoDaddy reported a significant increase in customer sign-ups, traffic, and domain registrations immediately after the ad aired. - Q: Why was the ad considered controversial?
A: The extended and graphic kiss between an attractive model and a “nerdy” man divided audiences and was seen by some as crude or distasteful. - Q: How did GoDaddy’s branding evolve afterward?
A: In the years following, GoDaddy pivoted to a more professional and empowering brand message, focusing more on helping entrepreneurs and business owners succeed online.