Paddy Power reveals '£1m bet' gameshow to promote casino app

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
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’.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Omnicom shuts M2M in UK after account losses
Share

1 Omnicom shuts M2M in UK after account losses

Omnicom has shut its media agency M2M in the UK following a string of account losses and Alistair MacCullum, the chief executive of M2M, is stepping down.

Brands that forge an emotional tie are best protected from copycats
Shares0
Share

1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

Just published