Go Daddy now makes a practice of proposing Super Bowl ads racy enough to be rejected, then runs the acceptable ads on TV, with the "rejected" versions online and gets lots of incremental viewership and attention.
Groupon worked the same sort of approach and has gotten a serious bump in attention. One can argue about whether "negative" attention is a good thing or a bad thing, but there is an argument that even arguably "negative" attention is still valuable. Chitika data shows the spike in online traffic for Groupon and its ads.
If one measures success on the "branding" benefits, with traffic as a proxy, it worked.
Monday, February 7, 2011
Groupon Pulls a "Go Daddy"
Gary Kim has been a digital infra analyst and journalist for more than 30 years, covering the business impact of technology, pre- and post-internet. He sees a similar evolution coming with AI. General-purpose technologies do not come along very often, but when they do, they change life, economies and industries.
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1 comment:
In general I take the view there's no such thing as bad publicity, but when I saw the ads, I was definitely put off Groupo. I feel it was negative for their brand as I'm not easily offended by ads. Will be interesting to see if they pursue the same tactic.
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