The Paddy Power Babies Promote Betting on the Royal Child
Rosie Jones — July 14, 2013 — Marketing
References: paddypower & guardian
The Paddy Power Royal Babies returned to London this morning to cheer on the waiting world press.
As the Twitter rumor mill went into overdrive yesterday suggesting the Royal Birth was imminent, betting company Paddy Power sent three big babies to the Lindo Wing of St. Mary’s Hospital to cheer Kate along.
The babies, dressed in Paddy Power Green onesies, each rocked a customized colored tuft of hair to highlight the bookmakers hair betting market. While brown remains the favorite, ginger has been heavily backed at 4/1.
The babies turned up to the hospital in a Jaguar XF with blacked-out windows like true royals, and were listening to the classic sounds of Prince's 'Kiss'.
The world's press who are on permanent standby for a royal announcement were happy to have a break from the tedious ladder-watching.
As the Twitter rumor mill went into overdrive yesterday suggesting the Royal Birth was imminent, betting company Paddy Power sent three big babies to the Lindo Wing of St. Mary’s Hospital to cheer Kate along.
The babies, dressed in Paddy Power Green onesies, each rocked a customized colored tuft of hair to highlight the bookmakers hair betting market. While brown remains the favorite, ginger has been heavily backed at 4/1.
The babies turned up to the hospital in a Jaguar XF with blacked-out windows like true royals, and were listening to the classic sounds of Prince's 'Kiss'.
The world's press who are on permanent standby for a royal announcement were happy to have a break from the tedious ladder-watching.
Trend Themes
1. Baby Betting Craze - A trend towards more attention-grabbing and controversial tactics in the marketing of betting on events or contests involving children.
2. Social Media Prompted Marketing - A trend of companies utilizing Twitter rumors around highly anticipated events to create targeted marketing campaigns that offer an online community to engage with, reflecting on the company.
3. Bold Marketing Tactics for Niche Targeting - A trend toward increasingly bold, publicity-grabbing marketing campaigns designed to get people talking about the product, but only targeting niche audiences.
Industry Implications
1. Online Gambling - The industry that deals with online gambling is heavily influenced by the newest ways of trying to turn a profit, competing brands will need to be equally innovative in order to keep up.
2. Social Media Marketing - The industry that provides social media marketing solutions is becoming more relevant as there is increased pressure for businesses to have online campaigns that are successful due to most people being online.
3. Niche Product Marketing Industry - A marketing industry catering to companies wanting a quick way of gaining mass attention by offering a bold PR stunt during a high-profile event or by promoting a controversial product to a select, and smaller, target audience.
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