Go Daddy Ads in the Grey Cup

• By Liam Eagle on December 01, 2008

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Forgive me for being a few days late with this, but I was on vacation last week and didn't really have a chance to put together a blog entry about this.

As you may or may not be aware, November 23 was the Grey Cup, the Canadian Football League's equivalent of the Super Bowl.

I don't imagine it gets all kinds of play south of the border (for Canadians, that means America, not Mexico), but the Grey Cup is definitely an important sporting and cultural event up here. In the interest of undermining my own point, I should probably admit here that I only turned on the game right at the end.

Anyhow, somebody pointed out to me that there had been at least one Go Daddy ad run during the game, a situation that recalled for me the company's well-known experience with the Super Bowl.

In terms of audience numbers, the Grey Cup doesn't compare to the Super Bowl (last I checked, nothing does). But as I said, it's big-event TV. And I was curious about Go Daddy's approach to the game - whether it fit into the regular scope of the company's TV advertising and whether the company was focusing any marketing effort on Canada specifically, given its recent foray into the market for the .ca domain.

I got a few comments via email from Go Daddy's VP of marketing Teri Dhooge. She says Go Daddy is moving "full speed ahead" with international expansion efforts.

"As part of this strategy, a Go Daddy-produced commercial was broadcast in the first quarter of Canada's popular Grey Cup," she says. "The spot is called "White Light" and features Candice Michelle, the original Go Daddy Girl."

According to Dhooge, Go Daddy's marketing team sees the Grey Cup as a prime opportunity to reach a Canadian audience, and Go Daddy spots broadcast in the country specifically include a mention of the .ca domain offering.

"We started advertising in Canada," she says, "around the time NASCAR's Ron Fellows won the NASCAR Nationwide Series race (NAPA Auto Parts 200) at Circuit Gilles Villeneuve in Montreal, Canada, driving the GoDaddy.com No. 5 Car, which was designed by Dale Earnhardt, Jr."

By the way, regardless of how you feel about the CFL in comparison to the NFL, you've got to admit, it does have a way better trophy.

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