Domain company Go Daddy single Super Bowl ad within an ad drew nearly four times the Internet traffic of its three ads last year, the company said.
After Fox refused to air the company's initial cut of its Super Bowl ad for its play on the word beaver, the domain seller took a different approach. The company decided to place the commercial online, which was originally titled Exposure, and focus on the excitement of Super Bowl fans visiting GoDaddy.com to see the controversial banned from Fox ad online. The site generated 2 million site visits by late Sunday evening.
For us, because we're an internet company and we sell domain names, there's no way we can really explain what we do in a commercial. We had to get people to our website, he said.
Go Daddy founder and CEO Bob Parsons dubbed this year's Bowl buy a smash hit, because he was able to do more with a single ad than he had with three, and at a fraction of the cost. Last year, the site got only 500,000 visits with three commercials.
We're thrilled â€“ think about it, it was one of the greatest Super Bowl games ever played and yet fans still took time to come to our site during the game, Parsons said.