Paddy Power surfe sur le scandale du dopage russe

Alors que les athlètes russes sont dans la tourmente à cause du dopage à quelques jours des Jeux Olympiques, le site de paris en ligne Paddy Power profite de la situation pour communiquer avec un ton qui lui est propre !

C’est ce tweet qui lance l’opération de Paddy Power en lien avec les problèmes actuels de dopage de la Russie. La promesse est claire : si un athlète britannique ou irlandais, sur lesquels un internaute parie, termine 2ème lors d’une épreuve des Jeux Olympiques derrière un Russe, Paddy Power rembourse le pari !

En plus de la communication digitale, l’opérateur de paris en ligne fait campagne dans la presse britannique et irlandaise : Daily Star, Daily Mirror, Irish Daily Star et l’Irish Daily Sun. Paddy Power souhaite montrer son soutien aux parieurs anglais et irlandais qui sont la cible de l’opérateur et compte attirer de nouveaux internautes grâce au buzz créé par cette action de communication.

Cette campagne fait suite à la décision du Comité International Olympique de laisser le choix à la fédération russe de laisser participer ses athlètes ou non aux Jeux Olympiques malgré les affaires de dopage reconnues dans le pays.

Très créatif, Paddy Power continue de communiquer de manière très décalée et a su être réactif et tirer partie d’une situation particulière et au cœur de l’actualité pour communiquer.

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