The U.S.
Presidential Campaigns of both Barack Obama and Mitt Romney have been the
centrepiece of international news across the globe over the past few weeks.
However, last week the spectacle came to an end as the American people took to
the poll's to choose the next leader of their country. Although the U.S.
polling day was set for the 6th November, Paddy Power were so sure of
themselves and confident in the success of an Obama win that they declared they
would begin paying out to all punters who backed Obama to win from Sunday the
4th of November.
A
spokesman for Paddy Power explained how the company felt that Obama's win was a
"nailed on certainty" making the possibility of losing the €500,000
associated cost of an Obama loss extremely irrelevant to the company:
Romney gave it a good shot and is doing well in the popular vote,
but we suspect he’s had his moment in the sun and is likely to be remembered
more for his legendary gaffes than Presidential potential.
The overall betting trend has shown one-way traffic for Obama and
punters seemed to have called it 100 per cent correct.
Despite Romney appealing to the large evangelical and senior vote,
America’s sticking with black and cool.
So this
may all seem like a bit of harmless fun and an intelligent risk worth taking
for the betting company that is known for its wild marketing and advertising
campaigns. However, many have criticised the company for its print media
campaign that was launched in support of the Obama payout:
The
Advertising Standards Authority of Ireland stated on Monday the 5th November
that they would be launching a full investigation into the matter after
receiving a public complaint in relation to the advert. Ken Robertson, a
spokesman for Paddy Power defended the half-page advert stating the company did
not create an ad that was meant to be racist or stereotypical. He added that in
keeping with previous campaigns developed by the international company, it was
"edgy, if not a little bit provocative but always funny".
So how
would you rate the overall marketing campaign engaged by Paddy Power?
Personally, I think its another example of the smart marketing that the company
is consistently famed for using. It has caught international headlines across
the world, has got people talking about the brand yet again and all for a
feeble cost of a 1/2 page print advert in a local Irish newspaper. A single
complaint to launch an investigation seems unrealistic, I might go as far as
saying it may have been Paddy Power themselves who issued the complaint - more
media attention, more hype - more brand awareness.
Overall
the campaign has had one question resonating in my mind - what's next Paddy??
Jennifer Beirne - Marketing Advisor
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