In that grand old Super Bowl tradition, GoDaddy.com will be back this year with a (surprise!) racy spot, featuring celeb endorsers Danica Patrick and Jillian Michaels, and a 'nude' model. "We set the standard of indecency," jokes a winking Bob Parsons, GoDaddy's outspoken CEO, to USA Today. "My ads never suggest the act of sex. Any sex in the ads is manufactured in the minds of the viewers."
Chevrolet, meanwhile, wants to draw game viewers even closer — to its brand and products that the GM division is advertising during the telecast, as well as to the Big Game itself. It's also looking for a way to punch out of the huge gaggle of car brands and ads that have insinuated themselves into Super Bowl XLVI on February 5.
So Chevy will be promoting its new Chevy Game Time App, which will allow viewers of the Super Bowl to play trivia, interact with one another via Twitter, participate in polls relating to the game and teams and Super Bowl ads, and possibly win one of 20 Chevrolets or thousands of other prizes as a result.
"This is the first time any company has attempted such a large-scale app, which will enhance the game-watching experience and help them engage in the online conversation about the Super Bowl," said Joel Ewanick, GM's global CMO.
It's not surprising that this attempt to engulf Super Bowl watchers is coming from GM or Ewanick. He has been looking for every angle to make sure the company's expensive Super Bowl involvement pays the biggest possible dividends, a few weeks ago even to the extent of putting out feelers whether GM could flex NBC's by placing vehicles in the Super Bowl ads of non-competing brands. And, of course, Chevrolet's Super Bowl investment last year — focusing on its new "Chevy Runs Deep" tagline, and the Volt — didn't garner anything like the praise and buzz generated by rivals such as Chrysler.
There are twists galore. For example, Chevy Game Time app players will receive a unique license-plate nhumber. If that plate shows up during a Chevy advertisement during the game or online, they win a vehicle.
Chevy also announced the winner of its crowdsourced-video contest whose winner gets to see his ad aired during the Super Bowl telecast. He is Zach Borst, a 26-year-old aspiring filmmaker from Long Island whose video revolves around getting a Chevrolet Camaro as a high-school graduation gift. The submissions by independent filmmakers from around the world to Chevrolet's Route 66 contest garnered more than 32 million online views last month and this month.
So, Chevy looks ready for some football. Here's betting that its Super Bowl advertising impact is bigger this year than last year.
Priceline, meanwhile, may run a follow-up to its latest commercial — the controversial killing-off of The Negotiator, the character portrayed by William Shatner: