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When Marketing Stunts Backfire: Lessons from Paddy Power’s Oscar Pistorius Ad Fail
Manage episode 425484194 series 3484829
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Get ready for a masterclass in disruptive marketing with our special guest, Ken Robertson, the former Head of Mischief at Paddy Power and current CEO of the Tenth Man. We uncover how Ken's strategies transformed Paddy Power into an entertainment powerhouse, from their mischievous "black ops" division to their stunts that grabbed global attention, including one campaign that attracted scrutiny from the UN. Ken shares behind-the-scenes tales of how Paddy Power's irreverent approach helped them stand out in a crowded market.
Ever wondered how a pair of underpants could disrupt brands like McDonald's and Adidas? In our conversation, Ken reveals the genius behind Paddy Power's viral ambush marketing campaign during a European football tournament. By partnering with Danish striker Nicholas Bendtner, they turned a cheeky goal celebration into a global sensation. This move not only garnered massive attention but also forced UEFA to tighten its rules on guerrilla marketing.
We also explore how Paddy Power cleverly infiltrated major events, like cheekily sponsoring an event in London, France, during the 2012 London Olympics. From political betting ventures to the autonomy that fuelled creative freedom, Ken provides rich insights into the brand's playbook. We even touch on how other brands like BrewDog and Ryanair have successfully adopted similar disruptive tactics. This episode is a treasure trove of lessons for anyone looking to revolutionise their marketing game with a fearless and innovative approach.
Would you like to know if your social media and content strategy is perfect for this year? Book a free 15-minute brand discovery call here with Chris, and we will help you grow your brand today. And if you like the show, please leave us a review, or even just a thumbs up. It is very much appreciated - we want your feedback.
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Kapitler
1. Marketing Fails and Creativity Hacks (00:00:00)
2. Soccer Marketing Ploy Goes Viral (00:08:49)
3. Bold Marketing Stunts and Strategies (00:12:32)
4. Brand Disruption and Marketing Strategies (00:20:03)
5. Ken's Kim Jong Un F*ck Up (00:22:50)
6. Ken's Most Complained About Ad in British History F*ck Up (00:43:00)
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