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Paddy Power reveals '£1m bet' gameshow to promote casino app
By Alex Brownsell, marketingmagazine.co.uk, Tuesday, 13 November 2012 08:00AM
Paddy Power is rolling out a game-show-style campaign for its new, unbranded mobile app, Roller Casino.
Paddy Power: contestants must find clues in the image
The bookmaker will invite consumers to take part in a ‘£1m bet’. Entrants could win up to £1m on a single spin of a roulette wheel.
The four-week campaign, which goes live this week (15 November), will be fronted by George Lamb, the host of Channel 4 game show The Bank Job. The push includes social-media activity, with
the final £1m spin broadcast live on Facebook. To enter, Facebook users must find at least 35 ‘hidden symbols’, in a high-definition ‘zoom-and-search’ image.
Once that stage is complete, the person who provides the ‘most entertaining reason’ why they should place the bet will make the final.
Ian MacLeod, special projects senior marketing manager at Paddy Power, said the decision to focus on PR and social media is ‘in keeping with the Roller brand’s positioning as a pioneering brand’.
Follow @alex_brownsellThis article was first published on marketingmagazine.co.uk
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Day two dawned….and with it another migration back to the Palais.Annie Leibovitz explained the art of bringing a story down to a single moment, and shared the inspiration behind the campaign she created with Disney making tales as old as time relevant to today. We heard from Astro Teller, Captain of Moonshots at Google (yes, really) reinforcing the importance of storytelling in driving audacious invention. Mother warned us to hang on to the joy of craft and keep our brains happy in order not to become advertising douchebags. And Facebook discussed scalable creativity.
Read more on Chronicles of Cannes – Day Two: The Redux…
