Rainbow shooting unicorns & the Super Bowl – bringing your #YourBigIdea to the web in 2013

Dancing unicorns shooting laser rainbows from their horns isn’t what you’d usually associate with the Super Bowl but that’s what the guys behind the .CO domain and GoDaddy have lined up for their latest irreverent campaign for the sporting event.

In the run up to the game on Sunday GoDaddy and .CO’s campaign will be taking a lighter look at the world of entrepreneurship with their Your Big Idea campaign.

The .CO/GoDaddy ad will play during the first half of Sunday’s game.

According to .CO,
“The ad tells a humorous story about the strikingly different futures that can result for those who take action to bring their big ideas to life on a .CO domain name – and those who do not. The heroes of the ad are fabulously rich and outlandishly happy – drinking champagne and flying the world on their private jet. The ad features a cameo from Danica Patrick, the Go Daddy Girl known for being in more Super Bowl commercials than any celebrity in television history, 12 after this campaign.”

This is probably the least controversial Super Bowl ad run by GoDaddy but it’s still run afoul of some censors.  And the reason is just as odd as the ad – Canadian censors are apparently concerned by the half-empty class of Champaign.

But where are the unicorns, you ask? Head over to the Your Big Idea site and select your big idea’s perfect .CO domain and the site will show you what could be possible (well, within reason – they’re not saying you’re going to get an actual unicorn or anything) with your new domain by emblazoning it on half a dozen over the top images.

Jokes aside, what the campaign really shows is just how digital the Super Bowl has become – these days it’s not just about the 30 second ad but the second screen experience.  Last year LiveFyre scored big by working with the New York Times to create a live comment system for the game, designed to bring the it to users’ second screens.

And the potential rewards can be big.  Each year Twitter reports that the Super Bowl is one of the most tweeted events.

.CO’s Linda Koritkoski puts it this way;
“Leveraging the hashtag #YourBigIdea, the social campaign is intended to appeal to the growing segment of people who will be communicating and sharing via Twitter and Facebook while watching the big game.

“We’re excited to be able to supplement the game-viewing with a fun, engaging and memorable domain search experience — and to get people excited about just how fabulous the future really could be if they would just take action on their big ideas!”