Script-writing and concept development was a major part of my work at Paddy Power, particularly in recent years when mobile technology allowed for better streaming. I worked on several highly successful, engaging and enjoyable video projects over the years, sometimes as a writer, sometimes as a producer and sometimes as part of the planning and creative team. Here are a selection of some of the more notable ones.
Ruby and the granny
As a Paddy Power ambassador, I got the chance to work with Ruby Walsh over the years. This was one of the larger projects - an attempt to win brand awareness in the days before the 2012 Grand National. The video went viral and recieved press and online coverage for the 'abuse' Ruby got at the hands of the foul-mouthed granny.
Breaking Bets (And Records)
A strange series of videos admittedly, but ones that delivered huge results for Paddy Power. These 15 second pre-rolls ran on Facebook Mobile videos prior to the 2015 Cheltenham Festival, resulting in a huge spike in Paddy Power App downloads at a much lower CPA than would normally be expected.
Arsenal Mean Tweets
The Mean Tweets concept is nothing new, but working on this video while it was still relatively fresh and involved the Arsenal players sending themselves up was a big win with over 1 million views between the Paddy Power and Arsenal online channels
Goonervision Song Contest
Another strong brand play courtesy of the fantastically open-minded players and staff at Arsenal Football Club. Once again, it went down really well across Paddy Power and Arsenal's video channels.
Two Foot Tackle
This was the brand's first foray into in-house weekly football video content. Episodes generally garnered in excess of 250,000 views on Facebook and went down very well with our audience.
Talking To God
A fun attempt to make football pundits sound more interesting ahead of Euro 2012 using the talents of Liverpool legend, Robbie Fowler.
Champions League Promo
Another more tactical video used on Facebook video. This one was ahead of the Champions League Final and once again resulted in a spike in new accounts opened via the Paddy Power App.