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’.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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