He is leaving the company later this year to start his own creative advertising business. I think we acquired them back in May and by pure luck, they just happened to be visiting our offices in Dublin and it came to light pretty quickly that they have an association with Team Mayweather. Draft was doing a bit of social media work with Mayweather. While it may have required a fortuitous encounter, the fight was on the radar of all at Paddy Power for quite a while. Given one of the main protagonists was Irish, Mr Robertson explained that the idea of promoting the brand to the front of many of the creative minds at the company.
Once the deal was in place with Mayweather, the branding campaign unfolded over three days and began with delivering some underwear to the door of the biggest sportsman on the planet. So the two lads went over to Las Vegas at the start of last week — so the week leading into the fight — and they basically spent a week with Mayweather.
They got some exclusive content and the campaign unfolded over there days where on Wednesday we announced the pay-out, on Thursday Mayweather released a video acknowledging the payout and then on Friday everything builds up to the fact that Mayweather is wearing the lucky pants at the weigh-in. So, did Paddy Power have to break the bank to land such a big fish? Unsurprisingly, the advertising chief is coy on the financial remuneration paid to Mayweather but said it might not contain as many zeroes as people think.
And the amount pick-up it got generally in the media, whether through shots of the branded pants at the weigh-in or actual stories about Paddy Power sponsorship of Mayweather. This was quickly picked up by the press and many articles were published, criticising the organisation for this seemingly lack of awareness of a massive global issue, all to raise publicity. The reality was, Paddy Power had not cut down parts of the Amazon rain forest.
This was all a 3D model that was created by the guys at Paddy Power in order to create this publicity stunt. After letting the lie go on throughout the weekend, they eventually came clean, and it turned out that they were in fact attempting to raise awareness of the issue of deforestation in this area.
Their campaign to SaveTheRainforest rather than ShaveTheRainforest was a welcome relief to many on social media who had first of all slammed Paddy Power for the initial tweet. This in the end was a fantastic PR move by the organisation as they created lots of conversation around the initial post that in turn raised awareness for this wider issue, and presented the organisation as one who cares, rather than one out to destroy the Amazon rainforest for a few retweets. This of course is not the only stunt Paddy Power has done prior to a World Cup tournament.
The latest edition of the competition was held in in Russia and again the organisation opted for a shocking approach to get people talking about a wider issue. This time, the issue was polar bears and the stunt was not as straightforward as the previous one. However, as it always goes with Paddy Power, not all was as it initially seemed. This again was completed with the aid of technology and the help of Polar Bear Agee and owner Mark Dumas. The stunt was again an attempt to raise awareness of Polar Bears in Russia and was fairly successful yet again in causing a stir on social media.
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