Paddy Power unveil The Queen as Euros spokesperson through augmented reality app Blippar
Betting firm Paddy Power has worked with Blippar to release a new campaign which allows The Queen on any £10 pound note to be brought to life. This is the first time any UK currency has been used with augmented reality technology, and Paddy Power will use it to share views on England’s chances, Rooney’s hair and anything else that makes the news during the Euro 2012 tournament.
After downloading the free Blippar app on iPhone or Android, customers can ‘blipp’ any ten-pound note in circulation from today - Friday 8 June – by holding their phone over The Queen. The content will be randomized and refreshed daily during the full three-week tournament, meaning customers will see something new each time they blipp.
The activity, created by Crispin Porter + Bogusky, has been supported with advertising in press and through Paddy Power’s social media channels.
This is the first time Paddy Power has worked with Blippar. A spokesperson for Paddy Power has said: “I’m sure the Queen like everyone else has views on football, but as we’re unlikely to hear them we thought we’d use a bit of creative licence. It might put us at risk of getting thrown in the Tower of London but as we know she likes a flutter we’re sure Her Majesty will see the funny side.”
Since it launched last year Blippar has partnered with major global brands including Nike, Sony, Heinz and Guinness to bring their products and advertising to life. Paddy Power is the first gambling brand it has worked with.