With rounds of negotiations and painstaking debates across the pond, Paddy Power took inspiration, and advantage, of a very topical conversation and the perfect opportunity to back the boys in green. Headline-driven executions featured playful jabs like “No stopping this backstop”, “Beating you at your own game (Literally)” and “Odd’s on an ‘Exit’ this year – 1/2”
With multiple Brexit-toned digs in the form of a fully integrated campaign – OOH, Press, Social, we hijacked the rugby conversation.
The fully integrated campaign had over 50,000 engagements – and the brand had more mentions that weekend across social media platforms – beating Guinness, a Six Nations Sponsor.
17.6m Online Readership
55.1k Estimated Coverage Review.
21k Social Shares.
5.65k Retweets.
Twitter = 14,796
Facebook = 20,300
Instagram = 19,614
Total Engagements = 54,710
