iGaming Business’s latest product Social Monitor analysed Paddy Power’s social media buzz and sentiment following its controversial ‘Oscar Pistorius Money back if he walks’ promotion and found that the bookmaker’s advert got almost 74,000 online mentions predominately on Twitter, with 42% of the mentions deemed negative and just 4% of them positive.
Social media strategist Joakim Nilsson at Scrmcloud.com is producing the content in partnership with Social Monitor, he commented on the Paddy Power campaign:
“It’s in the DNA of Paddy’s marketing strategy to be thought-provoking. Whether this had a negative impact on their business only Paddy can answer. What is clear though is that today’s consumers are increasingly vocal online, that’s not a trend that’s disappearing anytime soon and smart brands will use it to their advantage.”
The campaign proved controversial from the outset and although Paddy Power defended its right to run it, the UK’s advertising watchdog the Advertising Standards Authority received a record 5,200 complaints and ordered the group to pull the advert, an unprecedented decision by the ASA prior to any investigation.
Some of the keywords linked to the Paddy Power-Oscar Pistorius promotion:
Paddy Power is renowned for its controversial and irreverent campaigns and has grown its brand significantly with such an approach, although some industry observers believed its Oscar Pistorius campaign had gone a step too far, with some affiliates pulling Paddy Power banners from their sites as the South African athlete’s trial got under way.
We’ve seen by analysing data for over 2 month now that Paddy Power is the clear leader in generating online buzz, and this case is no exception.
source : www.igamingbusiness.com
