With 100 million expected viewers and a price tag of $2.5 million to $2.8 million for a 30-second commercial, the Super Bowl is the ultimate stage for big advertisers with big budgets. But with a handful of giants bowing out this year - FedEx, GM, and Pepsi's soft drink division among them - smaller firms have a chance to turn some heads.
GoDaddy.com used to be one of those firms. Five years ago, the relatively unknown Internet domain name registrar controlled a modest 16 percent of the market. That didn't sit well with founder and CEO Bob Parsons, who laid out a brand-new marketing campaign. His first move? Put together a Super Bowl spot.
Here's a look at how one firm used the hype of the Super Bowl to launch its brand, and how it impacted the company's future.
By Marino Eccher, Boston.com Correspondent