Paddy Power came to CSM to help them to bring live sport back to the UK post pandemic. For a nation starved of live sport for three months from the start of the COVID-19 pandemic, Paddy Power saw the opportunity to help be the ones to deliver happiness to sports fans across the country.
What we did
Top-level sport returned to the UK on Friday 5th June, with the Paddy Power Golf Shootout. The event, managed in it’s entirety by CSM, was held behind-closed-doors at The Centurion Club in Hertfordshire. In a move away from their traditional stunt based activations, Paddy Power were keen to be the brand who engaged with sports fans by putting on the first major sporting event in the UK post lockdown.
The Paddy Power Golf Shootout was to be golf, but not as you know it. The event featured an all-star cast of golf professionals and celebrity amateurs including Piers Morgan, Andrew ‘Freddie’ Flintoff, Tommy Fleetwood, Carly Booth and Harry Kane, and consisted of live challenges and a shootout competition, streamed live exclusively on Paddy Power’s YouTube Channel in international broadcast quality sports fans had been craving for almost three months. We welcomed back live sport, and oh how we’d missed it!
In less than a week from sign off from government, CSM delivered a COVID-secure event by working with the European Tour & DCMS to return 200+ negative tests in 48 hours, ensuring that the event followed the government requirements in place. CSM & Paddy Power released 50+ clips of coverage ‘as live’ during the live streams, that were shared across brand, media partner & our ‘golfers’ social media channels, amplifying the level of fan engagement to an even wider audience.
Of fans identified merchandise buyers
Identified as being in market for tickets
Increased direct response marketing performance