Bookies Paddy Power has celebrated the start of the Cheltenham Festival by providing the 3,000 year old Uffington White Horse in Oxfordshire with its own jockey. The Paddy Power undercover horse was part of its 'We Hear You' campaign and is typical of the company's cheeky publicity style.
The installation took place over a six-hour period under the cover of darkness and is bigger than an Olympic-sized swimming pool. The installation has since been taken down at the insistence of the National Trust, who preserve the historic site.
The jockey named 'Paddy' is set to be a site of pilgrimage for racing fans as they put on their bets at the Cheltenham Festival. The guerilla stunt took place after a request to better 2010's campaign when Paddy Power put up a 'Hollywood' Paddy Power sign for the Cheltenham Festival with massive success.
Gigantic Jockey Publicity Stunts
Paddy Power Coordinates Mass Stunt for the Cheltenham Festival
Trend Themes
1. Guerilla Marketing Stunts - Disruptive innovation opportunity: Businesses can leverage guerilla marketing stunts to generate buzz and create memorable experiences for their target audience.
2. Creative Publicity Campaigns - Disruptive innovation opportunity: Companies can develop creative and cheeky publicity campaigns to grab attention and differentiate themselves from competitors.
3. Historical Site Branding - Disruptive innovation opportunity: Brands can collaborate with historic sites to create unique installations, generating excitement and interest among consumers.
Industry Implications
1. Advertising and Marketing - Disruptive innovation opportunity: Advertising agencies can specialize in creating and executing innovative guerilla marketing campaigns that capture audience attention.
2. Sports Betting - Disruptive innovation opportunity: Sports betting companies can develop unconventional and attention-grabbing marketing strategies to attract and engage customers.
3. Heritage Tourism - Disruptive innovation opportunity: Businesses in the heritage tourism industry can collaborate with brands to create immersive experiences that bring history and culture to life in unique ways.