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March 27, 2017

GoDaddy and The Onion Bring 'The Internet' to Life in New Campaign

Video series collaboration with Onion Labs builds on "The Internet" character from Super Bowl commercial

SCOTTSDALE, Ariz., March 27, 2017 /PRNewswire/ -- GoDaddy Inc. (NYSE: GDDY), the world's largest cloud platform dedicated to small, independent ventures, today revealed a new content and social media campaign created in collaboration with Onion Labs, the creative services division of Onion, Inc. The campaign extends the character "The Internet", who was first introduced in GoDaddy's 2017 Super Bowl commercial.


Exploring the Internet's Life Story
Following a successful first outing in the Super Bowl commercial, which led to GoDaddy's best-ever Sunday for attracting new customers, the new series of eight short videos will dive deeper into The Internet's backstory. The premise for the series is a satirical take on the talk show format, with the host "Noelle" interviewing The Internet about his new autobiography "My Life As The Internet."

GoDaddy is using the character of the Internet, and the new campaign, to drive awareness for its new website building product, GoCentral.  Each episode explores different characteristics we associate with the Internet -- such as an addiction to animal videos -- aimed at building familiarity and affinity with the character, told through The Onion's irreverent brand of humor.  

"The success of our Super Bowl campaign reinforced our belief that we were onto a winner with our 'Internet' character," said GoDaddy Chief Marketing Officer Barb Rechterman. "The Internet universally changed how we live, work, shop, communicate, and entertain, and we explore that more in this new campaign, with a twist. We've always infused our marketing with a unique sense of humor, and partnering with Onion Labs means we get to show that off."

Tapping the Onion's Network
The series marks the first time GoDaddy has collaborated with a media brand's in-house agency on a campaign. The videos, produced by the Onion Labs team with direction from GoDaddy, are available on GoDaddy's The Internet website and will feature two posts each week on The Onion's website and social media channels over the coming weeks. Each video will also be syndicated across Fusion Media Group's extensive distribution network, which in addition to The Onion, includes A.V. Club, Gizmodo, Lifehacker and Deadspin.

Throughout the execution of the campaign, the creative plays off of The Onion's satirical style and highlights the ease in which people can get to know the Internet better, by building a website. 

"Everybody's got their own stories to tell about The Internet, but we'd never heard the other side -- until now," said Julie Scott, General Manager, Onion Labs. "We worked with GoDaddy to bring The Internet's own story to life, with the kind of self-aware humor that you'd expect from someone who's literally seen it all."

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About GoDaddy

GoDaddy powers the world's largest cloud platform dedicated to small, independent ventures. With more than 14.5 million customers worldwide and more than 63 million domain names under management, GoDaddy is the place people come to name their idea, build a professional website, attract customers and manage their work. Our mission is to give our customers the tools, insights and the people to transform their ideas and personal initiative into success. To learn more about the company, visit

About Onion, Inc.

Onion, Inc. is a Chicago-based digital media company composed of America's Finest News Source, The Onion; pop-culture sister publication, The A.V. Club; internet culture satire website, ClickHole; creative services agency, Onion Labs; long form content studio, Onion Studios; and full-service production company, Onion Productions.

The Onion, The A.V. Club and ClickHole have a combined audience of over 30 million monthly unique visitors and account for more than 5.5 million Facebook fans, 8.5 million Twitter followers, and 800,000 YouTube subscribers.

Onion, Inc. is a part of the Fusion Media Group (FMG), a division of Univision Communications Inc. that caters to young, diverse audiences across a range of platforms and languages. FMG's English-language properties include two cable networks, FUSION TV and El Rey Network, as well as a collection of leading digital properties: Gizmodo, Deadspin, Lifehacker, Jezebel, Kotaku, Jalopnik, Fusion, The Root, The Onion, The AV Club and Clickhole. FMG reaches over 92 million unduplicated monthly unique visitors (60% reach across 18-34) across its owned digital properties and partner network of sites.

© 2017 GoDaddy Inc. All Rights Reserved.

Source: GoDaddy Inc.


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SOURCE GoDaddy Inc.

Dan Race,
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