(WEB HOST INDUSTRY REVIEW) — As part of a social media contest aimed at generating creative content, domain registrar and web host Go Daddy (www.godaddy.com) invited the public to create their own Go Daddy commercial for a chance to win the top prize of $100,000 in cash, and $50,000 for second and $25,000 for third place winners.
Since launching the contest in February, Go Daddy has picked 10 finalists. And while some of the videos attempt Go Daddy’s somewhat low-brow brand of advertising that it features every year in its Super Bowl commercials, many actually do a good job of explaining web hosting and domain registration.
The caliber of the videos, in fact, was high enough that Domain Name Wire’s Andrew Allemann grudgingly admitted that Go Daddy’s contest submissions exceeded his expectations that they would follow GoDaddy’s rote script. “Sure, most of the finalist commercials use some sort of sex appeal, but the majority of the message is on how Go Daddy can help you get online,” he wrote. “The visuals actually make you pay attention to the idea of getting a web site, rather than just hearing Danica Patrick mention SSL certificates. (Reminds me of when Michael Jordan did those Rayovac commercials back in the day. Not very believable.)”
It seems that an interesting thing happened when Go Daddy turned over the production of its videos to its users. While Go Daddy is widely known in the US market for its commercials, it remains unlikely that it is clear what GoDaddy really offers. The user-generated videos generally relay the core ideas about buying a domain, building a website, and creating an online brand, all while maintaining a sense of humor. It seems that users place functionality higher than Go Daddy’s predictable gimmicks.
DotWeekly’s Jamie Zoch came to a similar conclusion, admitting that “Get Attention” and “Go Momma” win his acclaim because they help viewers understand Go Daddy’s product.
Allemann’s top picks are “Go Momma,” “Good Boy,” and “How do web sites work,” and an honorable mention for the slightly gratuitous “Cupcakes.”
Winners will be announced online at www.GoDaddy.com/Contest in May. Each entrant may only win once, and the contest is also only open to US residents 18 years and older, excluding residents of New York, Florida and Puerto Rico.
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