GoDaddy 'hires' Super Bowl pup as CCO

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By Christina O'Haver By Christina O'Haver

SCOTTSDALE, Ariz. -- GoDaddy's newest Super Bowl advertising star has a new position in life. Buddy is now the CCO - chief companion officer - at the company that hired him for its Super Bowl ad.

Known for its edgy Super Bowl ads, Scottsdale-based GoDaddy put a unique twist on a tried-and-true strategy by using a spokespuppy for the 2015 Super Bowl. After an aggressive social media campaign, that star was named on Dec. 11.

Buddy was chosen for the young male golden retriever, it was announced Thursday morning on the GoDaddy Facebook and Twitter pages.

GoDaddy called on the public to help name its newest star, and Buddy was selected from such entries as Webster, Andre Preneur (entrepreneur), Browser and Champ.

A GoDaddy spokeswoman said the social engagement for the campaign was "off the charts," reaching hundreds of thousands of people.

The GoDaddy puppy's name was announced just before the director called "action" to film Buddy in the GoDaddy ad.

"We've had a lot of fun brainstorming ideas and we've even registered a few domain names for the little guy, but we just haven't landed on one we think is just right, so we thought, why not see what the public can come up with for our little 10 pounds of cute," GoDaddy CMO Barb Rechterman said in a news release on Monday.

Now that his Hollywood-style commercial shoot has wrapped, Buddy will have some time to settle into his new "job." CCO is such an important position that Buddy, who has grown quite a bit in the past month, has his own office at GoDaddy's headquarters in Scottsdale.

"As our Chief Companion Officer, Buddy will be interacting with customers, mostly small business owners who are looking for relaxation and a reprieve from their hectic workday," said GoDaddy Chief Marketing Officer Barb Rechterman who was on-set for Buddy's two-day commercial shoot. "We're already booking time with customers ... and our own employees are lining up to meet the little guy. All you have to do is look at him and 'bam,' your stress level goes down and your mood goes up. It's a proven scientific fact."

As the spokespuppy for a company specializing in digital technology and online presence, Buddy naturally has a Twitter account - @GoDaddyBuddy. He posted his first tweet Monday. He then mastered the art of the retweet by retweeting co-worker and NASCAR star Danica Patrick.