I have two callings in life: marketing and dog rescue. After watching GoDaddy’s attempt at humor with their initial Superbowl puppy blunder, I was angry. I’ll spare you my heated opinions of puppy mills, how unsafe it is to carry animals in the bed of a pickup truck and the fifty other “issues” I had with their commercial. We all know it was bad. We all know why.
The Super Bowl and the weekend are over now. I’ve hung up my cape, put away my flashy leotard and tights, and shed my dog-rescuer-super-hero alter-ego, in favor of a much more Mr. Rogers-esk cardigan and indoor shoes.
The week has begun and I find myself reflecting on the whole ordeal. GoDaddy had everything going for them.
I wanted GoDaddy to change the commercial. Highlight dog rescue. Instead of making it back to the breeder, the happy ending (and huge win) would have happened when the pup is picked up by a rescue, taken for a vet check, then a similar ending: “… I just received an adoption application for you on this website I built with GoDaddy.”
This would have been simple and unapologetic way to turn a loss into a win by shedding light on a very real problem. A topic that is closely tied to people’s hearts…their pets. This small gesture would have been big. I’d have changed my opinion. I’d have become a promoter.
Historically, GoDaddy has not presented their brand in a very serious light. Using sex and sensationalism, juvenile humor – it works when your target buyer is in the “dick and fart joke” chapter of their life. When potential buyers are making major decisions like choosing a vendor with whom to trust their website and ultimately their livelihood, immaturity might not be the best tactic.
GoDaddy, I wanted better things for you. I was optimistic and geared up to change my opinion of your company – after all, I’m in your industry and fall into your buyer persona. I wanted this blog to have a different ending. I wanted to feel something. Aaah well, there's always next year.