-
Home
- TV Shows
- TV Schedule
- NASCAR
-
Formula 1
- Auto Racing
- Moto Racing
- Cars
- Bikes
- Store
- Social
- Games
- Mobile
- Deals
- Videos
- Photos
- Home
- TV Shows
-
TV Schedule
-
SPEED Showcase
-
- NASCAR
- Formula 1
- Auto Racing
- Moto Racing
- Cars
- Bikes
- Store
- Social
- Mobile
- Deals
- Videos
- Photos
Nationwide
NNS: Will Danica’s Role In Campaign Change?
Danica Patrick is in her first full season in NASCAR’s Nationwide Series...
Danica Patrick struggled at times in 2012 but also showed signs of improvement. (Photo: Getty Images)
Is NASCAR’s favorite Go Daddy girl Danica Patrick preparing a transformation?
Go Daddy announced a new marketing strategy after enlisting Deutsch Inc., New York.
"We are teaming up with Deutsch because we think the team there 'gets us' and can help take Go Daddy to the next level," Go Daddy Chief Marketing Officer Barb Rechterman said in a release Wednesday. "They understand our story, and we think working with Deutsch is going to be an important step in Go Daddy's brand evolution."
The news comes nearly a year after Go Daddy Group founder Bob Parsons sold majority interest in his company to KKR and Co., Silver Lake Partners and Crossover Technology Ventures. It’s also been a year since Patrick announced her move to NASCAR full time from IndyCar.
For those that weren’t familiar with Patrick’s racing prowess before her association with Go Daddy in 2006, certainly the web-hosting provider and domain-name registrar’s Super Bowl commercials offered exposure for the then-24-year-old to millions of households worldwide. The spicy ads with scantily clad women — including Patrick — left audiences wanting more.
Patrick’s popularity before her NASCAR experience helped her become one the most visible athletes in motorsports.
But will Go Daddy’s new approach affect Patrick or NASCAR’s involvement with the brand?
“We love NASCAR,” said Elizabeth Driscoll, vice president/public relations for The Go Daddy Group Inc. “You may see the new era of GoDaddy.com commercials later this summer/early fall during NASCAR broadcasts . . . we have not yet decided specifics. We shoot starting Sunday in LA, so we are very much focused on that aspect at the moment.”
Patrick said she's looking forward to seeing which direction things head.
“They’ve obviously signed on with the big ad agency, Deutsch, and I think that’s really cool, really exciting," she said at Michigan International Speedway, where she was preparing for the NASCAR Nationwide Series race Saturday. "For them it’s more about explaining to the consumer all of the things that they do beyond just registering domain names. I’m interested to see what they come up with. I think it’s going to be fun. This is just a new phase, a new chapter for Go Daddy. What completely that entails, I don’t think any of us really know. But I’m looking forward to seeing it and being part of it.”
Patrick, who turned 30 in March, is in her first full season in NASCAR’s Nationwide Series. She is currently 11th in points. Although the suggestive undercurrent in GoDaddy.com’s previous ad campaigns has proved highly successful, the shift to a greater focus on the product itself could also offer Patrick a wider appeal with more conservative brands such as Coca-Cola and Chevrolet.
One of the driver’s representatives, Mark Dyer, senior vice president of IMG, believes that Deutsch will work hand-in-hand with the driver and sponsor in positioning both Patrick and Go Daddy in the most effective manner.
“We’re fortunate that Go Daddy has invested in a long-term development plan for Danica to come to NASCAR,” Dyer said. “Certainly, they’re looking at their long-term marketing strategies, and Danica’s marketing strategies will continue to evolve right along with it.
“Go Daddy bought into this plan three years ago and when they recommitted to Danica last year and we announced that she was going full time to NASCAR. This was a mutual decision. It’s what everyone wanted — to go forward in NASCAR.”
Go Daddy announced a new marketing strategy after enlisting Deutsch Inc., New York.
"We are teaming up with Deutsch because we think the team there 'gets us' and can help take Go Daddy to the next level," Go Daddy Chief Marketing Officer Barb Rechterman said in a release Wednesday. "They understand our story, and we think working with Deutsch is going to be an important step in Go Daddy's brand evolution."
The news comes nearly a year after Go Daddy Group founder Bob Parsons sold majority interest in his company to KKR and Co., Silver Lake Partners and Crossover Technology Ventures. It’s also been a year since Patrick announced her move to NASCAR full time from IndyCar.
For those that weren’t familiar with Patrick’s racing prowess before her association with Go Daddy in 2006, certainly the web-hosting provider and domain-name registrar’s Super Bowl commercials offered exposure for the then-24-year-old to millions of households worldwide. The spicy ads with scantily clad women — including Patrick — left audiences wanting more.
Patrick’s popularity before her NASCAR experience helped her become one the most visible athletes in motorsports.
But will Go Daddy’s new approach affect Patrick or NASCAR’s involvement with the brand?
“We love NASCAR,” said Elizabeth Driscoll, vice president/public relations for The Go Daddy Group Inc. “You may see the new era of GoDaddy.com commercials later this summer/early fall during NASCAR broadcasts . . . we have not yet decided specifics. We shoot starting Sunday in LA, so we are very much focused on that aspect at the moment.”
Patrick said she's looking forward to seeing which direction things head.
“They’ve obviously signed on with the big ad agency, Deutsch, and I think that’s really cool, really exciting," she said at Michigan International Speedway, where she was preparing for the NASCAR Nationwide Series race Saturday. "For them it’s more about explaining to the consumer all of the things that they do beyond just registering domain names. I’m interested to see what they come up with. I think it’s going to be fun. This is just a new phase, a new chapter for Go Daddy. What completely that entails, I don’t think any of us really know. But I’m looking forward to seeing it and being part of it.”
Patrick, who turned 30 in March, is in her first full season in NASCAR’s Nationwide Series. She is currently 11th in points. Although the suggestive undercurrent in GoDaddy.com’s previous ad campaigns has proved highly successful, the shift to a greater focus on the product itself could also offer Patrick a wider appeal with more conservative brands such as Coca-Cola and Chevrolet.
One of the driver’s representatives, Mark Dyer, senior vice president of IMG, believes that Deutsch will work hand-in-hand with the driver and sponsor in positioning both Patrick and Go Daddy in the most effective manner.
“We’re fortunate that Go Daddy has invested in a long-term development plan for Danica to come to NASCAR,” Dyer said. “Certainly, they’re looking at their long-term marketing strategies, and Danica’s marketing strategies will continue to evolve right along with it.
“Go Daddy bought into this plan three years ago and when they recommitted to Danica last year and we announced that she was going full time to NASCAR. This was a mutual decision. It’s what everyone wanted — to go forward in NASCAR.”
Shake and Bake: Recent Posts
-
GIF It Up: Stenica Hairstyling & Champagne Shower »
-
Is Bruton Smith Really Moving The Fall Charlotte Race To Vegas? »
-
Pedals Of Fury: Justin Allgaier & James Buescher Tricycle Race (Video) »
-
Winner's Weekend: Johnson Captures Unprecedented 4th All-Star Win »
-
It Wasn't A Good Weekend For The Star-Spangled Banner (Video) »
-
Tweets Of The Week: All-Star Edition »
-
Mustang GT + Mark Martin's Engine = 800HP Of Street-Legal Awesomeness »
-
Kurt Busch Is Focused, But Is He A Chase Contender? »
Jeffrey Earnhardt At Richmond
LATEST HEADLINES: NASCAR
-
CUP: Kyle Petty, Kenny Wallace Talk NHoF
The NASCAR Hall of Fame Class of 2014 will be revealed at 6 p.m.… -
SPEED ALERT: Race Hub To Broadcast NASCAR Hall Of Fame's 'Class Of…
NASCAR Hall of Fame announcement on FOX Sports’ SPEED starting… -
CUP: 'NASCAR: An American Salute' Pays Tribute To Military
Initiative rallies fans, industry and partners to reach one million… -
CUP: Interesting Comments From Jack Roush On Race Hub
Jack Roush, co-owner of Roush Fenway Racing, spent some time with… -
NNS: Allgaier Getting Closer To Victory
Justin Allgaier is fourth in the NASCAR Nationwide Series points… -
CUP: Would Moving Help All-Star Race?
While spending two weeks in Charlotte provides a nice respite for… -
MCREYNOLDS: All-Star Race Brought Excitement
I think the changes made for this year’s Sprint All-Star Race… - More News
