The activity involved locking up the man, called "Tony", in a gibbet (a type of cage used to imprison traitors, murderers, highwaymen, pirates and sheep stealers in the 18th Century) that was hung from a billboard.
The billboard said: "Traitor Tony. Backed Italy with Paddy Power. And made a killing. It’s treason season."
The campaign was created by Joe Bruce and Kate Baker at Crispin Porter & Bogusky.
Paddy Power’s media agency is M2M. The innovations team at Talon Outdoor worked with Clear Channel’s Create division to produce the special build within hours of Italy beating England 2-1.
The special build was designed to complement the bookies’ TV campaign. Paddy Power is also encouraging people to take a photo of themselves with the billboard (a "selfie") and post it on Twitter using the #Brazilnuts.
Anybody want to bag themselves a quick £50 and a nab a selfie with this guy this morning? pic.twitter.com/fowd8FNXnW— Paddy Power (@paddypower) June 16, 2014
This article was first published on Campaignlive.co.uk