November 28 2014 Latest news:
Over the last few years’ bookmaker Paddy Power, has made a name for itself using controversial stunts for self-promotion. It started this in 2010 when it erected the largest ever ad hoarding on Cleave Hill which conveniently faced the Cheltenham race course ready for the gold cup. Other stunts followed, from adding a jockey to the 3,000 year old Uffington White Horse to getting Arsenal’s Nicolas Bendtner to wear and display Paddy Power pants at Euro 2012. They even have a dedicated team coming up with these headed by “head of mischief”.
One of the things I love about marketing is that there are elements of it which to the outside world are an afterthought, but are actually a science and art form in their own right. Take packaging for example. You create a product and to keep it safe for transport you put it in a box and that’s it done, but actually that’s just the beginning.