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Jeremy Eackles Danny Molina Jennifer Meza Chloe Harper. Background Information. The Basics. Advertising. Internet Domain name and web hosting E-Business related software Founded by former CEO Bob Parsons in 1997 Formally Jomax Technologies 1999 – name change - PowerPoint PPT Presentation
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Jeremy EacklesDanny MolinaJennifer MezaChloe Harper
Background Information
The Basics Advertising Internet Domain name and
web hosting E-Business related software Founded by former CEO
Bob Parsons in 1997 Formally Jomax Technologies 1999 – name change Partial company buyout in
2011 Company is on record
In-house advertisers “Go-Daddy Girls” Virtually unknown until
2004, due to Super Bowl Invested $5 mil in first ad Uses shock factors to
promote brand awareness and drive purchases
2012 “Re-Invention”
Where, When, and Why• 2005 & 2013 • Super Bowl advertisements• $5 mil in 2005; $XXX in 2013
• Super Bowl popularity• Sports sponsorships• Over nine years of experience• Go Daddy Girls
The Advertisements “Wardrobe Malfunction”
Ad Store Agency, NY“Perfect Match”
Deustch Agency, NY
So what’s the problem here?Violates FCC’s Guidelines against Obscene Broadcasts
Principles: Loyalties:
Utilitarianism: Targeting male customer base and sacrificing the women customer base.
Egoism: Continue to get profit and exposure at the expense of sexually objectifying women.
• Go Daddy brand• Public (Women, especially)• Customers/Clients• Partners• Go Daddy employees
Situation: Values:GoDaddy advertisements have racy women and came off as sexist. After making the first ad, they continued with the sexist advertisements.
• FCC Regulations• Organization values, even if they are sleezy
Compare & Contrast Started with “Go Daddy Girls &
Switched to introducing Jesse Heiman
Appearance as a lure, and smarts as a reason to stay
More online-based advertising Give teasers to entice customers
to visit site “Smart meets sexy” Been hiring outside ad
agencies to create ads GoDaddy views this as
evolution
The Evaluation
Successes Failures 3x bigger than any
competitors Built up internal and
external brand “An over-the-top hit”
from Ad Age Large profits and brand
awareness
Negative view from public Viewed as a sexist company
Perpetuating bad stereotypes
Can’t escape the brand they initially created
Took away from women who might have been potential customers
Why is this important?• Violating FCC guidelines, but still approved for airing
• FCC needs to keep consistent with their values
• Sterotyping of people (nerds, sexy women, etc.)• Risky sexualized commercials on a national platform
Improvement
Deutsch Agency, NY“The Baker” feat. Jean Claude
Van Damme
Go Daddy's New Direction
New primary focus on SMB Secondary focus on
women Tool for SMB
Due to public backlash & wanting new market
No over-sexualization, no women AT ALL Comparison to previous
ads Moving away from “Go
Daddy-Esque” “It’s Go Time”
Sources http://search.proquest.com/docview/208381379 http://www.lexisnexis.com/hottopics/lnacademic/?verb=sr&csi=8349&sr=HLEAD(Go%20Daddy%20ads%20mix
%20sexy,%20smart)%20and%20date%20is%202012
http://bi.galegroup.com/global/article/GALE%7CA191988420/0ad7afb1b1dfb4880bbc5e8ceb1eb5f0?u=txshracd2679
http://search.proquest.com/docview/757046929 http://en.wikipedia.org/wiki/Go_Daddy http://
ehis.ebscohost.com/ehost/detail?sid=08c547fd-0299-4aa2-bfc0-ebf37ac60843%40sessionmgr13&vid=1&hid=3&bdata=JnNjb3BlPXNpdGU%3d
http:/webhostingreport.com/learn/godaddy.html http://www.forbes.com/sites/jeffbercovici/2013/02/06/the-woman-behind-godaddys-crass-effective-super-bowl-a
ds/ http://www.nbcnews.com/id/6930045/ns/business/t/ad-godaddy-too-hot-handle/ http://www.nytimes.com/2013/09/05/business/media/godaddy-steps-away-from-the-jiggle.html http://www.fcc.gov/guides/obscenity-indecency-and-profanity http://www.fcc.gov/guides/broadcast-advertising-complaints http://www.huffingtonpost.com/2013/02/03/godaddy-ad-reactions-twitter_n_2612676.html