Paddy Power asks public to help shape ads using Facebook and Bebo

by Fiona Ramsay, marketingmagazine.co.uk 09-Feb-09, 13:55

LONDON - Bookmakers Paddy Power is encouraging consumers to help develop its TV ad campaign with a dedicated microsite, online blogs, Facebook and Bebo campaigns.

Paddy Power appointed Karmarama to its £1.6m creative ad account just last month to create above-the-line and online campaigns for the brand. Until now Paddy Power has used a number of different agencies on a project-by-project basis, including Dublin-based Cawley Nea\TBWA.

Paddy Power is asking people to choose between six former football players including Viv Anderson and Terry Hurlock to feature in the ad campaign with the theme ‘pass me the soap', in which they will get into a bath.

The consumer who submits the winning choice will be asked to meet the footballer at the filming of the ad, and may be allowed to share the footballer's bath.

The campaign is being promoted on Facebook with profile pages titled ‘I think we'll need a bigger bath Neville', ‘Grab my balls Brucie' and ‘I want to bath with Viv Anderson'.

The brand has a tradition for rolling out controversial ad campaigns, including an underground print ad depicting a man attempting to breastfeed, which was banned by Transport for London in 2007.

Last month a national press ad for Paddy Power was banned for asking punters to bet on the next airline to go bust. It attracted complaints because it implied the airlines might go into administration.