Home  › Social › Social Media
gd-social-0003-danica

GoDaddy Lets Small Business Owners Pitch Danica Patrick at 125 MPH

  |  February 26, 2014   |  Comments

GoDaddy is extending its focus on small businesses beyond the Super Bowl via The Big Leap, a campaign that asks consumers to watch videos of business pitches and vote for their favorites.

gd-social-0003-danicaThe 2014 Super Bowl marked a shift from sultry babes to small businesses for Web hosting company GoDaddy, which called itself "the world's top platform for small businesses" in a January press release.

But now that Super Bowl ad mania is over, the brand hopes to extend this new focus in a campaign that encourages dreamers to quit their day jobs and pursue their small business goals instead.

In The Big Leap, five entrepreneurs with 9-to-5 jobs pitch their dream jobs to racecar driver and GoDaddy spokesperson Danica Patrick while she takes three laps at 125 mph at the Charlotte Motor Speedway. The brand posted videos of each pitch on its website and is asking consumers to vote for their favorites.

The winner will receive a six-month salary to focus on his or her business.

Participating entrepreneurs include benevolent boot importer Kenny, jewelry designer Adrienne, athletic apparel activist KyleBBQ restaurateur Jamie, and toy creator Anne.

Along with the pitches, additional details about each entrepreneur are available on GoDaddy's Big Leap website. Video content is also posted on YouTube.

As of February 25, Adrienne and Jamie had the most views on YouTube, with about 17,000 and 12,600, respectively.

gd-social-0004-groupGoDaddy is asking consumers to vote on GoDaddy.com until March 2, when the winner will be announced by Patrick at the end of the last lap of the Nascar race at the Phoenix International Raceway.

According to Laura Messerschmitt, vice president of social media and advocacy for GoDaddy, the videos with Patrick were filmed in late January and went live just a few minutes before the brand's Super Bowl ad aired on February 2.

Fans can vote once a day throughout the voting period. As of February 25, the campaign has resulted in "tens of thousands" of votes, Messerschmitt says.

What's more, among people who visit the webpage, 20 percent are either voting or sharing, which is "significantly higher than we expected," she adds.

In order to identify entrepreneurial candidates, GoDaddy put out Craigslist ads for applicants in November and December of 2013. While she thought it would be hard to find people who have jobs they want to quit, "we found when we put out the ads, people responded and we had more people than we could have imagined to do it," Messerschmitt says. "We hit on something people feel strongly about."

According to the Hyfn rep, advertising agency Deutsch NY developed the core campaign concept, which encourages consumers to leave their jobs and follow their dreams, such as puppeteer Gwen who quit her job live during the Super Bowl in a video that has since racked up more than 700,000 views on YouTube.

"The reason we went with that creative was around how the GoDaddy brand is evolving into helping small businesses and to capture a sense of what's happening - the excitement you feel while you're doing it," Messerschmitt says. "From there, we began working with Hyfn about how to extend it into social."

The campaign targets "small businesses and people who want to support small businesses because GoDaddy itself has 12 million customers and many are small businesses."

GoDaddy is pushing the hashtag #LivetheDream to promote the campaign to its 185,000 followers and 621,000 fans.

"We have a vested interest in making sure we're supporting small businesses and we think that's a great message and thing to get out there to the public," Messerschmitt says. "It really taps into the whole American dream - I can make what I want to make and do what I want to do - and it's really inspiring."

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ClickZ Live San Francisco Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!

ABOUT THE AUTHOR

Lisa Lacy

In addition to ClickZ and Search Engine Watch, Lisa's work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

Resources

Jobs

    • Copywriting & SEO Specialist
      Copywriting & SEO Specialist (HeBS Digital) - NEW YORKJOB DESCRIPTION     JOB TITLE:         ...
    • SEO Specialist
      SEO Specialist (NJM Insurance Group) - West TrentonNew Jersey Manufacturers Insurance Company is an industry leader among its peers and the largest...
    • Paid Search / Search Engine Marketing (SEM, PPC) Specialist
      Paid Search / Search Engine Marketing (SEM, PPC) Specialist (HeBS Digital) - New York  JOB TITLE:        ...