Paddy Power, Creating mischief
INSIGHT
We had a suspicion Manchester United fans might be missing their legendary former manager – especially if their new one had a run of bad results! You could bet that would happen.
IMPLEMENTATION
Following the 3-1 defeat to Chelsea on Sunday, we made a special delivery to Man.Utd’s stadium on Monday morning – a waxwork model of their former manager Sir Alex Ferguson in a glass box with the cheeky message “In case of emergency break glass.”
Our experiential team, Reverb, oversaw the design and creation of the waxwork, glass box and production. A branded delivery van and removal men activated the stunt at Old Trafford where photographers captured the moment ‘Sir Alex’ returned to the club. The whole project was turned around in just under a week.
IMPACT
After seeding the images to key influencers, the stunt created a controversial conversation amongst fans, pundits and the media that exploded across all channels. The results were phenomenal: retweeted over 5,000 times, reaching over 50m Twitter users. The Paddy Power Facebook post received 4,500 likes, 1,750 shares and 350 comments. Traditional media channels also covered the stunt – 22 pieces of coverage were secured including the home page of the Mail Online, The Sun, Daily Mirror and the Daily Star.
