To gain direct customer input into marketing communications, in particular TV and press adverts amongst Paddy Power’s target audience of sports (football) bettors – to help develop future campaigns and identify the key trigger points for football betting (particularly in-play).
An online consultation with ‘footie bettors’ was set up, giving members a place to share and discuss their views on the marketing campaigns from Paddy Power. The community allowed for both qualitative (discussions & live chats) and quantitative (surveys & polls) techniques to be utilised.
The Paddy Power brand team were able to plan in advance future communications, with their advertising agency, to highlight the key triggers and times for football betting amongst their target audience.
