Company:
Fuse Sport

Project Title:
Paddy Power World Cup Booklet Distribution

Project Period:
autumn 2007

Objective(s):
To raise awareness of online betting shop Paddy Power prior to the Rugby World Cup in Autumn 2007.

Delivery:
70,000 Rugby World Cup booklets were distributed around Central London the day before the competition began.

• 40,000 booklets were distributed at 20 Underground stations from 7am until 10am, covering a high footfall period.
  
  
• 7,000 distributed in pre-arranged concourse activities at Canary Wharf.
  
  
• Mobile teams also hit high density eating and drinking establishments throughout London to circulate the remaining stock.

Outcome:
Paddy Power recorded a significant increase in online betting accounts opened on both the day of the activity and in subsequent weeks.