Dive Insight: 

• For its 11th consecutive Super Bowl year, GoDaddy is turning to what will likely be a sure hit for commercials: Puppies. 
• Puppies have been a popular choice for other Super Bowl advertisers—just remember last year's Budweiser spot—and are a departure from previous years in which the brand ran more sultry spots.
• The domain registrar is asking Twitter to name the puppy by using the hashtag #GoDaddyPuppy, and a name will be picked when the spot is filmed later this week. The dog will also have its own Twitter handle that will be used leading up to and during the game.

Dive Insight: 

While the ad will still star Danica Patrick, GoDaddy has been gradually moving away from its sexy spots of Super Bowl past. Now that the brand is a recognizable name, creativity needs to carry it further. For the game itself, GoDaddy will set up a social media command center where marketers and writers will be monitoring and responding to social media chatter throughout the game.