Paddy Power supercharges Summer ‘14 social strategy with Buyapowa


Bookmaker turns to social-selling platform Buyapowa to drive word-of-mouth around summer sporting events in UK and Ireland.

Referral marketing campaign to boost customer acquisition and organic reach across social networks.

Co-buying promotions to focus on key events and FIFA World Cup


London, 03/7/14 – The bookmaker Paddy Power today launches a new word-of-mouth social media campaign, designed to capture the excitement of online audiences across the summer sporting events including the FIFA World Cup.

The ongoing social commerce campaign, launched in partnership with social-selling platform Buyapowa, will give sports fans the opportunity to earn special rewards including improved odds by spreading the word amongst family and friends. Launching today, the first promotion will focus on the World Cup quarter finals.

The series of co-buying promotions will offer Paddy Power’s online followers and existing customers the opportunity to increase the odds they receive on the bets they’ve already placed, by getting friends and family in on the deal. The more people who take part and commit to buy, the better the price gets for everyone, creating a built-in incentive for sports fans to drive word-of-mouth. A top prize will also go to the customer who generates the most referrals.

Gideon Lask, CEO, Buyapowa says: “Paddy Power has a loyal core of customers, and with this campaign we’re aiming to fire up the online community to get other sports fans involved in an online flutter. This is a fun new take on the office sweepstake – a great way to get everyone involved in this summer’s sporting events, by gamifying the process of placing an online bet.

“Paddy Power already have a fantastic and growing fan-base online, so we see this as a way of rewarding those loyal fans who already love what they do, and giving soon-to-be fans an extra reason to get involved. In order to cut through the noise brands need to drive advocacy, enthusiasm, and human-generated content that flies straight to the top of users’ friends’ News Feeds, offering them an opportunity to participate and get rewarded. That’s what we’re helping Paddy Power to do.”

Mark Singleton, Head of Sportsbook Marketing at Paddy Power says: “We’re in the middle of the busiest season of the year with high profile sporting events coming thick and fast. We want not just to be a part of the conversation but a part of the experience – and that means offering our online community some amazing offers to give them added entertainment during the biggest sporting events of the summer. We’re pretty sure it’s the best friends and family deal since the dawn of the chicken bucket, so we’re hoping this partnership with Buyapowa will excite our customers and help us continue to innovate online.”

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