We’re in the age of brand collaborations, but some partnerships just make sense. We brought together Paddy Power and BrewDog as a match made in heaven, perfectly capturing Arsenal’s collapse in the 2022/23 Premier League title race, delivering BrewDog’s second highest engaged post all year, and one of the Irish bookie’s best performing mischief stunts of all time
We stuck the boot into the Gunners via not one, but two stunts: an 18ft bottle delivered to the Emirates Stadium and a bespoke Misfiring Gunners IPA gifted to influencers and fans wanting to celebrate Arsenal’s failings
Arsenal were eight points clear in the Premier League title race, but recent form meant a defeat in the Gunners’ upcoming match against Man City would give control to their title race to the Citizens
It looked as though Arsenal were crumbling under pressure, with fans beginning to label Mikel Arteta and his team “bottle jobs” – a tag usually reserved for their north London rivals, Spurs
200 bespoke Misfiring Gunners bottles produced for gifting and giveaways
1.4 million views on Paddy Power’s post and 100,000 valued engagements
3x posts from Lord Sugar, provoking a response from Piers Morgan
85% increase in engagements compared to a typical BrewDog post
Paddy Power’s fourth best performing campaign in company history (behind two other Ready10 stunts)
