Paddy Power
The Client
PaddyPower.com are the largest betting company in Ireland and growing in the UK. Their business is both online and through a network of stores.
Campaign Objectives
With the Euro 2004 Football tournament approaching Paddy Power wanted to gain new customers in a Football focused online campaign.
Advergamer would develop a campaign to build brand awareness and drive prospects to an online customer registration page.
"Advergamer (with their developers) produced The Super Headers game for Paddy Power ahead of Euro 2004. The game reflected the fun, friendly and fair image that we portray. A new foray for Paddy Power, the viral game complemented our online activity throughout Euro 2004." - James Ellis, Paddy Power
The Strategy
With only a few days to turn it round, a fun football game would be used to attract the target audiences attention. The simple and fun gameplay would entertain the audience whilst reinforcing the brand. The end of the game would feature a splash screen inviting the player to register at Paddy Power. This would be further incentivised by a Prize Draw.
The Solution
Advergamer sourced an existing game that had proven entertaining qualities. They arranged for a Re-skin to update the graphics and agreed with Paddy Power the site copy. www.superheaders.com was setup to host the game. Starting off with the game focused on England V France the game was updated throughout the tournament to reflect the teams England played.
The Game was sent to an Optin prospect list of 25K via email and was further promoted through existing relationships with Aston Villa and Talk Sport as well as Paddy Power's own Euro2004 Microsite. Additionally the game was promoted on established viral networks and game sites.The inclusion of a Mail a Mate function added to the viral element.
A signed England shirt was offered in the free Prize Draw as well as £10 bet matches to all new customers.
The Results
Recognizing client confidentiality we can report the following results:
- Over the period of the championship 60K plays were recorded
- 15% returned to the game
- Average of 6 mins on site
"Paddy Power were delighted with the performance of Advergamer and the business they helped generate. We would consider repeating campaigns with them ahead of future sporting events" - James Ellis, Paddy Power
For further information:
Play Super Headers
