Paddy Power et sa communication (très) décalée autour de la Rugby World Cup

Le bookmaker Paddy Power a imaginé un univers de communication très provocateur pour promouvoir son activité pendant la Coupe du Monde Rugby.

Les paris sont une institution outre-manche, Paddy Power a décidé de communiquer autour du rugby avec sa campagne « Big Game Hunter », notamment sur Twitter. Le principe est simple : le bookmaker s’est inspiré de l’histoire du scandale autour de Cecil le Lion, tué par un dentiste américain.

En effet, Paddy Power met en scène un dentiste un peu fou dans une série de vidéos où on le voit tirer sur des animaux emblématiques de chaque équipe de rugby engagée dans la Coupe du Monde. Le résultat de ces « fusillades » détermine le pronostic de chaque match de la Coupe du Monde. Ainsi l’animal survivant définit l’équipe vainqueur…


Un site dédié a été créé pour l’occasion et les internautes sont invités à répondre à un quiz toujours dans la lignée « Big Game Hunter » : il faudra deviner si les menaces proposées ont réellement été adressées au « vrai » dentiste qui a tué Cecil le Lion ou si elles proviennent d’un film.

Paddy Power a l’habitude de provoquer mais cet exemple de communication pose la question des limites… jusqu’où peuvent aller les marques dans le brand content ?

En tout cas, on espère que le coq français s’en sortira indemne jusqu’au bout..!

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2 Rétroliens / Pings

  1. Paddy Power et sa communication (très) décalée autour de la Rugby World Cup | Net et mag
  2. Paddy Power surfe sur le scandale du dopage russe

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