Objective:

To engage football fans of Premier League teams in ‘betting news and banter’ on Twitter.

Effectiveness:

Paddy Power ran this campaign in bars and pubs in close proximity to the grounds of Arsenal, Stoke City, Tottenham Hotspur, Manchester United, West Ham United and Newcastle United. They used their traditionally quirky, bold and humorous creative to interact with supporters using #BallofShame. By using a different creative bespoke to each team which really engaged football fans.

Each team’s supporters tweeted about football’s most shameful moments and they could also register their favourite team on paddypower.com to be in with a chance to win free bets, their money back or a pair of Paddy Power Lucky Pants.

A great example of using local targeting to engage loyal fans over social media!