Super Bowl Advertising 2.0
# 4. Doritos
www.snackstrongproductions.com
Doritos had already scored a touchdown by generating the most buzz in the weeks and months leading up the Super Bowl, so all that was left was to kick the extra point. More than 1,000 users submitted videos to www.crashthesuperbowl.com between October and December, for a chance to have their vision of nacho flavored advertising broadcast during the big game. Five finalists were chosen by Doritos judges and posted on the web, after which they turned the control back to the users by letting America vote for their favorite ad.
The winner was "Live the Flavor" by Five Point Productions. "Check out Girl" by Kristin Dehnert was also shown during the game. The ads pleased viewers by being original and funny, and surely made big ad agencies nervous by generating a successful campaign for the cost of a few bags of Fiery Habanero Doritos (the winner claims a production budget of $12.79).
# 3. GoDaddy.com
www.godaddy.com
Proving the adage that there's no such thing as bad press, GoDaddy has made a name for itself by promoting the Super Bowl ads that were rejected by the NFL as much as for the ones that eventually gained approval and appeared during the big game. With music video-style editing, a hard rock soundtrack and a bevy of scantily-clad spokeswomen caught in champagne showers, GoDaddy takes dead aim at their target market: internet-savvy men. In fact, at our informal Super Bowl party, the men instantly knew the product, while the women were left questioning what was actually being sold.
GoDaddy.com was clearly the king of all branding, leaving nothing to chance in driving a potential user to their site. Not only does the name of the company double as the website destination, but they decided to tag the "GoDaddy.com" logo/url in the corner of the screen throughout the entire spot. Once inside the "marketing department," women in GoDaddy.com t-shirts danced to a song whose only words were, you guessed it, "Go Daddy." The end screen proclaims, "There's more at www.godaddy.com."
Once on the site, multiple banners drive you to Super Bowl Central, which features videos of the current ad, rejected ads, internet-only ads, behind the scenes footage and commercials from previous years. You can also purchase GoDaddy t-shirts, download wallpaper and ring tones, listen to tunes, and view photos from the Maxim Super Bowl party. Wait a minute, what do they sell again?