Banter, mischief and pure silliness: How Paddy Power went #brazilnuts for World Cup 2014

This event report sets out how Paddy Power, the online bookmakers, uses content marketing and controversy to fuel social conversations around its brand and drive revenue.

Banter, mischief and pure silliness: How Paddy Power went #brazilnuts for World Cup 2014

Joseph CliftWarc

One of Britain's most distinctive advertisers is Paddy Power, the Irish gaming firm.

Paddy Power has captured the headlines over recent years with calculatedly outrageous TV ads, blogs, social media posts and real-life stunts. At ad:tech London, Richard Harris, the firm's head of online marketing, revealed perhaps the most shocking Paddy Power fact of all: that these communications are all part of a carefully thought-through strategy.

Paddy Power the brand

As recently as 2010, Paddy Power's advertising was traditional and product-driven, focusing...

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