The Paul-Fury fight, whether viewed as a brilliant manoeuvre or a dicey wager, served as an enlightening example of clever influencer marketing practices. It demonstrated how effectively leveraging the excitement and outreach of the influencer boxing arena can kickstart new ventures.
The wildcard move
In signature Paddy Power style, the 2023 World Darts Championship was more than just a showcase for darts skill and precision. It was the backdrop for an audacious, albeit contentious, gimmick: the ‘Turning Treble 20 Green’ campaign. The Irish oddsmaker introduced a drastic modification to the dartboard by replacing the conventional red treble 20 with a green one, driven by brand awareness goals.
This move led to a furor among darts purists. Charges of blasphemy echoed in the world of traditionalists while social media was ablaze with intense declarations. Was the core essence of the sport irreparably altered?
Yet in a typical Paddy Power reveal, the real story came days later – the green treble 20 was an intentional hoax. Despite being a stunt, it served a noble cause: For every score of 180 during the championship, a donation of £1,000 would go to Prostate Cancer UK.
The stir caused by this unexpected move effectively grabbed attention and stirred dialogue. The green treble 20 became an object of debates, sparking conversations around both the sport and men’s health.
The twist lay in the aftermath. Post the championship, Paddy Power rose to the occasion by rounding up the collected £914,000 to a handsome £1m donation to Prostate Cancer UK – All thanks to a little green paint and a strategic move.
Moreover, the impact went well beyond the funds. Prostate Cancer UK confirmed that an astonishing 100,000 men assessed their risk of the disease during the campaign, with over 70,000 discovering themselves to be ‘high risk’. A remarkable result directly linked to Paddy Power’s daring move.
The ‘Turning Treble 20 Green’ was more than just a marketing tactic; it was a lesson in raising awareness. It used humor, controversy, and darts fans’ passion to address a critical issue. Paddy Power might have upset some, but it enabled an important dialogue on men’s health and ultimately helped save lives.
Looking beyond the score
The year 2023 saw igaming campaigns pushing limits, resonating with the audience, and eventually hitting pay dirt. Be it FanDuel’s Winning is Undefeated that tapped into the universal desire for victory, or Paddy Power’s Turning Treble 20 Green that used a contentious issue to advocate for men’s health, each campaign illustrated the potential of creativity, innovation, and a bit of daring.
So, what does it mean for the future of igaming campaigns? Here are some important insights:
The power of emotional connection: Campaigns that connect with basic human desires, such as the urge to win or fear of being left out, will continue to see success. A deep understanding and utilization of player psychology are vital for developing captivating narratives.
The significance of collaboration: Whether it’s the united effort of Safer Gambling Week or the influencer-boxing crossover with Betr, collaboration has shown its strength. Brands that can creatively team up with players, policymakers, and even unconventional celebrities like Jake Paul will definitely have the upper hand.
Leveraging the surprise factor: While calculated risks can sometimes backfire, campaigns that dare to stand out, like Paddy Power’s green treble 20, can generate significant public interest and awareness. However, the element of surprise should always be backed by a good cause and a well-implemented follow-up strategy.
The role of data and adaptability: Analyzing player behavior through data is crucial in tailoring campaigns for specific demographics and improving their efficiency. Additionally, campaigns need to be flexible and adaptable to keep up with changing trends and audience preferences.
The igaming landscape is ever-changing, and the campaigns that will truly succeed in the future are those that can adapt, innovate, and most importantly, connect with players on a personal level. Expect even more campaigns blending creativity with data-derived insights going forward, while pushing the envelope in the electrifying world of igaming.
