GoDaddy's new playbook looks beyond the Super Bowl

This event report outlines how GoDaddy, the domain-registrar and web-hosting firm, put personalisation at the heart of its marketing strategy.

GoDaddy's new playbook looks beyond the Super Bowl

Stephen WhitesideWarc

GoDaddy's controversial Super Bowl spots – whether featuring supermodels, body builders, or lost puppies – have been a consistent source of buzz ever since the brand made its debut in the NFL showpiece in 2005.

But, for the first time in 12 years, the domain-registrar and web-hosting firm sat out the football season closer in 2016, and instead opted to use targeted – and largely digitally-driven – messaging focused on the dreams of business owners. And according to Phil Bienert, GoDaddy's CMO, that decision yielded even greater amounts of...

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