In order to compete with the larger, more traditional bookmakers, Paddy Power has had to take a unique and novel approach to marketing and wagering and has done so spectacularly. The company has more than one million followers on Facebook and has launched a number of ground-breaking campaigns from the celebrity endorsed initiative to kick homophobia out of football to more controversial marketing tools such as deciding to sponsor Dennis Rodman’s trip to North Korea (admittedly thought better of at the last moment). The company has freely admitted that a desire to ruffle feathers and court controversy is a specific aspect of their strategy aimed at ensuring the brand is both talked about and constantly on the lips of people from all walks of life.
PADDY POWER ARE THE WORLD'S MOST SUCCESSFUL SOCIAL MEDIA BOOKMAKER
As a consequence, a feature of Paddy Power has been a focus on live interaction with fans and punters, both through in-play betting and social media (the company has been so successful in fact that it frequently generates much more media chat than many leading multi-national brands). Customer interaction has so far seen Paddy Power consult with followers on everything from what to cover next to input on viral videos and ads. In fact, in 2013 the company had a social footprint of nearly 1000% and saw over a 50% growth in new customers. Its Ryder Cup Tweets alone reached an audience of a mind boggling 31m people.
Continuing the upward trend in innovation and interaction, Paddy Power is set to break new ground with its’ forthcoming in-play Facebook app. The app, which is still in development and currently only available to its United Kingdom customers, promises to push the boundaries further of in-play wagering and create a first in the fusion of real money betting and social media.
Aside from being able to place bets via Facebook, the key aspect to the app comes from linking your betting activity to that of your mates. The aim is to recreate the situation of being in one big room with your mates talking about the game or event and challenging each other via the app.
PADDYPOWER IN-PLAY FOR FACEBOOK IS NOW AVAILABLE IN THE UNITED KINGDOM
If you are a resident of the United Kingdom, you can sign-up for the new Paddy Power In-Play Facebook App via their ad below.