Brief: Jackpotjoy wanted to maximise exposure around the announcement of their new brand ambassador Paddy McGuinness, so Square in the Air assisted in setting up interviews with McGuinness and distributing commemorative ‘Royal Bolton Paddy Plates’ to a range of media and influencers.
Result: The Sunday Mirror and Sunday People ran an exclusive interview with Paddy which included large branded imagery, but the highlight of the campaign was when ITV’s This Morning presenter Phillip Schofield posted images of the plate on his Twitter, Instagram, Facebook and Snapchat profiles. The TV star has a combined following of 9.4 million.
Jackpotjoy created 10,000 Royal Bolton plates which could be claimed online for free by visiting www.arightroyaldish.co.uk. All 10,000 plates were snapped up within a week of the campaign going live.