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Paddy Power's extraordinary online presence

2017-05-09 16:41:56

Paddy Power is, without a doubt, a powerhouse in the gambling industry. The Irish bookmaker was established in 1988 and is legendary for its online betting system, website, and offline sporting retailers.
In recent years, Paddy Power has become documented for its stunts – sometimes they’re clever, often they take it too far. For the team behind them, the stunts cause 2 things: coverage within the media and social buzz.

Power Tower

At a recent Social Media summit, Michael Nagle who happens to be the Social Media Manager in Power Tower gave a few words on how the bookmaker treats social media. “Cheltenham and Christmas are the biggest weeks of the year for us every year. We start planning for something like Cheltenham a long way out. We have monthly and weekly planning meetings and talk about how we are going to run the marketing campaign.”

“From a Paddy Power point of view, we try to set the agenda ourselves. Now obviously we piggyback on certain stories, but we want people talking about Paddy Power. We want people saying ‘have you seen that ad or that video that Paddy Power did?’ we don’t want people saying ‘have you seen that video of the funny cat?’, that drives brand awareness and brand affinity. It is important that we push the brand with strong logos and strong imagery that people associate with Paddy Power."