Paddy Power marketing has again caused controversy and split public opinion with the release of its latest multi-content marketing campaign on the Irish referendum on marriage equality.
The bookmaker has launched a cross channel campaign via billboard, press and online verticals which depicts two balaclava dressed men embracing following their marriage. The bookmaker has attached the IRA Slogan ‘Tiocfaidh Ár Lá (translated as ‘Our Day Will Come’) to its messaging on the referendum campaign.
The campaign shows Paddy Power market odds on the marriage equality referendum with a Yes Vote priced at 1/10 and a No Vote at 5/1
As a company Paddy Power has previously fought for equal rights with regards to sexuality. Last year the bookmaker partnered with Arsenal FC and gay rights charity Stonewall to launch it’s viral campaign ‘Rainbow Laces Campaign’.
Paddy Power would win best integrated campaign at the 2014 UK Social Media Buzz Awards hosted by UK marketing news source TheDrum.com
The launch of its marriage equality campaign has so far been met with mixed reaction from the general public on social media.