{"id":10,"date":"2005-03-31T21:49:03","date_gmt":"2005-04-01T01:49:03","guid":{"rendered":"http:\/\/blogs.law.harvard.edu\/cesarbreadev\/go-daddy\/"},"modified":"2005-03-31T21:49:03","modified_gmt":"2005-04-01T01:49:03","slug":"go-daddy","status":"publish","type":"page","link":"https:\/\/archive.blogs.harvard.edu\/cesarbreadev\/go-daddy\/","title":{"rendered":"Go Daddy"},"content":{"rendered":"

<\/a><\/p>\n

I’ve been travelling between Boston and Washington a lot lately, and
\nhave been dipping into the bin of free magazines by the airline gate to
\nkeep stimulated until “electronic devices are permitted” in
\nflight.  Recently I picked up the Valentine’s Day edition of Ad
\nAge and came upon some interesting data.<\/p>\n

If you watched the first half of the Super Bowl, you may have caught Go
\nDaddy’s ad spoofing Janet Jackson’s wardrobe malfunction last
\nyear.  If you did, statistics suggest you were shocked(!) and
\noutraged(!):  according to Insight Express, “700 Americans”
\nsurveyed rated the Go Daddy spot among the worst three, along with
\nMcDonald’s “Lincoln fry” ad (?) and the Diet Pepsi P. Diddy truck piece
\n(??).<\/p>\n

But what Americans *did* suggests a different reaction:<\/p>\n

1. Web hits in 30 minutes following ad airing (per ComScore): Go Daddy
\nin second place, up 1600%, slightly behind Cadillac but more than
\ndouble third-place Ameriquest.<\/p>\n

2. Web hits 2\/6 v. 2\/5 (per Hitwise): Go Daddy, first place, up 260%, with ED drug Cialis a distant second at 155%.<\/p>\n

3. Most “blog buzz” (per Intelliseek survey of >100k blogs\/bboards):
\nGo Daddy, first place, 6.1%, almost 50% ahead of second-place Pepsi.<\/p>\n

What can we take away from all this?<\/p>\n

1. I learned a new metric: “blog buzz”.  Now I’m curious to know
\nhow they measure it, and whether it’s useful. They didn’t teach this in
\nbusiness school 15 years ago. Here<\/a>‘s where my research started — anybody got any comments?<\/p>\n

2. Next time I’m developing a complex multi-channel brand strategy, it’s going to take work to beat cheesecake.  Nikki Cappelli <\/a>(nom de guerre of course) deserves
\na Clio. (Seriously, I’m too square to have the guts to go this route,
\nbut now I know where the cost-effectiveness bar is, and what we’d have
\nto beat!  Always important for left-brained types to remember…)<\/p>\n

3. In blogging <\/a>the
\nad’s aftermath, Go Daddy President Bob Parsons reveals himself to be a
\nhip and savvy marketer.  Think about who his customers are (who is
\nthe typical buyer of domain names and associated services, after all?)
\nand
\ngrok the genius of his strategy!<\/p>\n

4. Note to market researchers:  watch what consumers do, not what they say.<\/p>\n

5. No good deed goes unpunished.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

I’ve been travelling between Boston and Washington a lot lately, and have been dipping into the bin of free magazines by the airline gate to keep stimulated until “electronic devices are permitted” in flight.  Recently I picked up the Valentine’s Day edition of Ad Age and came upon some interesting data. If you watched the […]<\/p>\n","protected":false},"author":298,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"open","ping_status":"open","template":"","meta":{"footnotes":""},"class_list":["post-10","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/archive.blogs.harvard.edu\/cesarbreadev\/wp-json\/wp\/v2\/pages\/10","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/archive.blogs.harvard.edu\/cesarbreadev\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/archive.blogs.harvard.edu\/cesarbreadev\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/archive.blogs.harvard.edu\/cesarbreadev\/wp-json\/wp\/v2\/users\/298"}],"replies":[{"embeddable":true,"href":"https:\/\/archive.blogs.harvard.edu\/cesarbreadev\/wp-json\/wp\/v2\/comments?post=10"}],"version-history":[{"count":0,"href":"https:\/\/archive.blogs.harvard.edu\/cesarbreadev\/wp-json\/wp\/v2\/pages\/10\/revisions"}],"wp:attachment":[{"href":"https:\/\/archive.blogs.harvard.edu\/cesarbreadev\/wp-json\/wp\/v2\/media?parent=10"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}