Best Practices

#BrandsTalkTwitter ⁠— @paddypower

By Gordon Macmillan

In a new series, we get a behind-the-scenes glimpse into how our favourite brands on Twitter use the platform.  

If you are looking for genius social media marketing you could do a lot worse than @paddypower’s #Saveourshirt campaign. 

Using its sponsorship of Huddersfield Town it created an uproar on Twitter with a shirt design that featured the Paddy Power logo in a Miss World-style sash. By the time the real logo-less shirt was revealed on Twitter, everyone had been fooled from the team’s fans to the Daily Mail. 

Such clever use of Twitter is nothing new for the brand. Here’ they give @TwitterMktgUK the lowdown on how they use the platform.  

What role does Twitter fulfil in your social media strategy?

Twitter plays a major role in our social media strategy and I would say on Twitter as a brand we’re at our best. Our sharp-witted tone of voice plays perfectly on Twitter as our reactive Tweets drive massive engagement and reach for the Paddy Power brand.

How do you handle direct messaging from consumers? 

We don’t handle that many direct messages from consumers on the main Paddy Power handle, unless somebody has won a competition. Our customer services team at @askpaddypower would use Direct Messages to get details off customers and handle any queries they might have.

How do you split planned activity vs tactical? 

I would say 20-30% of our activity is planned with the remainder being tactical. We have planned activity around bigger campaigns like our recent Save our Shirt campaign, but a lot of our engagement comes from Tweets reacting to breaking news.

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What is the most important thing to bear in mind before you Tweet?

Knowing your tone of voice. A lot of brands try to be something they’re not. We’re quite lucky as a brand in that we can talk about anything from Boris Johnson being elected PM to Liverpool’s latest signing because we take bets on a lot of different things. I don’t think an accounting practice can talk about this breadth of topics and with a mischievous tone of voice.

What’s your most successful Tweet?

It’s a close-run race between our Rhodri Giggs ad from this year: 

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or this beauty when Shane Long scored a goal against Germany in a Euros qualifier:

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What gets the most engagement from your followers?

Simple, sharp-witted tweets during big sporting occasions are what drives most engagement.

Here @TwitterMktgUK we'd say, whether you’re a betting person or you just like great marketing, @paddypower is worth a follow. The odds are you will win a masterclass in social media marketing on Twitter.

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@gordonmacmillan

Gordon Macmillan

‎@gordonmacmillan‎

Head of Editorial, Twitter EMEA