We delivered all of Paddy Power’s earned comms for EURO 2020, with activity ranging from experiential fan zones to ambassador management, and from content creation days to reactive odds stories.
Hosting media and influencers at the Paddy Parks fan zones, as well as keeping up with the football news agenda via talent interviews and creative odds stories, we dominated the conversation and kept the cheeky Irish bookie at the heart of the summer’s biggest tournament.
We identified the need to take Paddy Power into new spaces. Fan zones would be a first for the brand, and Paddy had never explored offering their ambassadors up to content creators.
These new spaces meant we could continue to deliver the good work in areas like odds stories and talent interviews, but could reach a new audience and further cement our position as a leading football brand via our different activity.
Over 1,500 pieces of earned coverage
Highlights including SportBible and The Sun
7% share of voice against all official Euros brands
11% average engagement rate on content creation output
