Big Game, Bigger Risk

The Ask

Before 2014, GoDaddy was recognized more for their polarizing ads than their actual business services. The web hosting company headed into the Big Game with a new position to help small businesses succeed digitally, kicking off with a commercial of engineer Gwen resigning before 10 billion people to start her own puppeteering business. With three weeks to go before Nascar season revved up, GoDaddy turned to HYFN to extend the life of their Big Game ad and connect with small business owners online in a very real way.

The Fast and the Fortunate

Strategic Approach

HYFN developed The Big Leap: a fully produced campaign where five budding entrepreneurs would compete for six months’ salary. But it wouldn’t be a Big Game GoDaddy campaign without driving this in a big way. Unbeknownst to the contestants, they would have to pitch their small business idea to Danica Patrick at 100 mph plus around Charlotte motor speedway.

We managed the process from filming through ad publishing and reporting. Through content creation, a social ad buy, and real-time post creation, we maximized the weeks leading up to Nascar season, distributing content that reinforced and embodied the GoDaddy value proposition of helping small business dreamers pursue their dreams.

Driven to Dream

The Results

HYFN drove a widely retweeted message during the Big Game followed by a hugely successful month-long campaign that got post engagements 70% cheaper than client benchmarks. Driving to The Big Leap, we delivered an average time-on-site of over 3 minutes along with hundreds of thousands of views, likes, comments, shares, and votes on the contestants’ videos.

Let's Do Something Great

Smart thinking, compelling design, and a process that flourishes with your contributions.

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Los Angeles, CA 90066

(310) 937-1400