Paddy Power’s latest controversial campaign, ‘Always Bet On Black’, sees the bookie brand adopt its usual approach as it aims to generate headlines and drive betting around the blockbuster ‘Mayweather v McGregor’ fight.
The gambling outfit’s ‘Money Fight’ marketing initiative began with a series of tweets,
Even @FloydMayweather knows…
Always bet on black. pic.twitter.com/DzKObEC3YD— Paddy Power (@paddypower) August 24, 2017
We know & #Mayweather knows you always bet on black! Enhanced offer for him to win in rounds 9-12 here:https://t.co/qYMWM1zoVe #CPP pic.twitter.com/6UEJ8F7f67
— Paddy Power (@paddypower) August 25, 2017
followed by a classic bookie ‘early payout’ stunt that introduced an incendiary “Always Bet On Black” tagline.
This was used beside an image of Mayweather showered with dollar bills and the endline “We’ve paid out early on a Mayweather victory. Because we checked only one of them is a boxer.”
Yes you read that last tweet correctly, we're paying out on #Mayweather to win this weekend! pic.twitter.com/YMRC8JGIdD
— Paddy Power (@paddypower) August 23, 2017
We’re spinning the roulette wheel a bit here, but see why our punters are in the Money today here: https://t.co/RbWmw1WAnT
— Paddy Power (@paddypower) August 23, 2017
This was mixed with a phase of celebrity and punter opinions.
The day before the #Mayweather #McGregor fight an now everyone in the office is a boxing expert. pic.twitter.com/R3E8dicL3C
— Paddy Power (@paddypower) August 25, 2017
So…our early payout on #Mayweather has gone down well with the Irish #McGregor fans in Vegas. #PPinVegas pic.twitter.com/hTNYXycDx0
— Paddy Power (@paddypower) August 25, 2017
The every publicity hungry bookmaker certainly succeeded in generating the usual (critical) headlines as consumer and media hackles were raised by its choice of tagline.
I have to say, as much as I love you paddy power, that has racism written all over it.
— Liam (@Gr33n0L) August 23, 2017
Amazingly, or should that be predictably, Paddy Power seemed to have a well rehearsed response and claimed the line was being misunderstood and was simply a reference to a ‘classic movie line’ from 1992 film Passenger 57.
“Like Wesley Snipes – who famously delivered the line – Floyd Mayweather is rightfully proud of his identity and, while the advert does reference his race, it does so in a manner which isn’t in any way derogatory or insulting,” said a Paddy Power spokesperson,
“It’s also a betting-related pun which references a roulette wheel. Because we’re about gambling – get it? If people don’t like it that’s entirely their prerogative.”
The controversial campaign’s peak point came at the official pre-fight weigh-in when Mayweather took to the stage, slipped off his trousers and took to the scales wearing a pair of bright green, Paddy Power branded boxer trunks which also carried the ‘Always Bet ON Black’ tagline.
Who wore it better #Mayweather or Lord Bendtner? pic.twitter.com/HMfg36pmzT
— Paddy Power (@paddypower) August 25, 2017
An activation with echoes of Paddy Power’s similarly controversial on-pitch boxer short stunt with Danish striker Nicklas Bendtner back during UEFA Euro 2012 (see case study).
Comment:
Publicity hungry Paddy Power has once again adopted its typical ‘over the acceptable edge, but dressed as everyman cheeky’ marketing approach and finds itself, unsurprisingly, embroiled in racism row.
But really, is anyone going to believe a brand that thinks Passenger 57 is a ‘classic’ movie?
Paddy Power’s recent new football season ‘Away Day Fan’ campaign (see case study), coupled with its Cannes Lions award winning ‘The Coach Driver’ football spot,
led some to speculate that its deliberately controversial and offensive approach to marketing might become a thing of the past.
But, unsurprisingly, this appears not to be the case.
Links:
Paddy Power
https://www.youtube.com/user/PaddyPowerVideo
https://twitter.com/paddypower
https://www.facebook.com/paddypower
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