Paddy Power pins down first Snapchat geofilter with St Patrick’s Day Cheltenham creative

Paddy Power's Snapchat filter

In claiming a gambling sector first, Paddy Power has rolled out a Snapchat filter tied into St. Patrick's Day and the Cheltenham festival.

Social media users in the UK and Ireland will be able to access the geofilters on Friday. A banner on the page reads ‘Happy St. Patrick’s Day’ while referencing the brand’s PR stunts.

The geofilter was designed by the bookies’ in-house team, adding to its video contributions to the app under ‘thepaddypower’.

Mícheál Nagle, head of social and digital content at Paddy Power, said: “What was the logic behind this? Something like: ‘Hey, it’s Paddy’s Day, we are called Paddy, and the Gold Cup is on. We should probably do something'.

“It wasn’t a huge mental leap, admittedly, but we’re excited about working with Snapchat – not least because it’s a great excuse to ask for an upgrade on our company phones. We’ve been dedicating more time and resource to Snapchat over the last couple of years, and seen strong growth in our presence, as well as our selfie-taking ability.

“Now, we want to scale further and maximize reach. To do that, you obviously have to invest. Snapchat is the perfect platform for this, as it allows us to target our key demographic of 18- to 30-year-old males, who don’t watch TV as much as they used to.”

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John McCarthy

John is an entertainment marketing reporter at The Drum. He writes about the amazing marketing stories coming from the movie, TV, music and video game industries. He's also the hunt for the weirder trends in marketing and advertising.

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