Bookmaker Paddy Power has launched its very own digital-only World Cup show, “Paddy’s Boat Party”, which will be broadcast weekly throughout the tournament.
Working with Offscript Studios, the Irish production company that specialises in bringing TV-quality content to digital channels, “Paddy’s Boat Party” will be broadcast live across the brand’s own social channels and simultaneously streamed on Unilad’s Facebook page. The show will aim to channel the pandemonium and excitement of the Russian World Cup and deliver the most talked about moments of the tournament to a content-hungry audience.
In characteristically opulent fashion, the betting giant has managed to commandeer and fully brand a luxury yacht on the Thames in Central London and kicked off last night with a special preview show. Paddy’s Boat Party will be fronted by former Soccer AM host Max Rushden and Paddy Power himself. They will be included by an eclectic line-up of guests throughout the series including; Emmanuel Petit, Sven-Goran Eriksson, Tinchy Stryder, Harry Redknapp, Paul Ince, Emily Atack, Ricky Hatton, Frankie Bridge and Sir Geoff Hurst.
The main shows will be broadcast on Paddy Power’s Facebook, YouTube and Twitter accounts at 6pm every Sunday evening throughout the World Cup, starting on Sunday, June 16th and culminating with the World Cup Final on Sunday July 15th.
Each show will run for at least 20 minutes and will include unique interviews with top guests, crazy live challenges and the most humorous hot-takes on the World Cup from the world of social media.
According to Mitchell O’Gorman, Managing Director of Offscript Studio: “Paddy Power is always one of the most talked about brands during major tournaments and Offscript are delighted to play a role in amplifying it for the 2018 World Cup. Working with a brand that thrives on ballsy communications and using the power of digital-only platforms has enabled us to build a show that TV wouldn’t dare broadcast. It will be organised mayhem, with a special Russian-flavoured madness throughout, giving fans a view on the World Cup that they won’t get anywhere else.”
Michelle Spillane, Paddy Power’s Marketing and Brand Director for UK and Ireland, said: “The World Cup being hosted in Russia sounded like the perfect excuse for us to hire an oligarch’s yacht for the summer – and we thought we’d better do something with it, to justify the cost to the bean-counters in Power Tower. The House Party show we did in Cheltenham added to our output around the Festival, so it made sense to up the ante for the World Cup, the biggest event in our calendar this year.
“We aren’t taking on the BBC or ITV – they do what they do very well, but that isn’t our style. We like to embrace the chaos, bring the personality out in our guests, and offer viewers something totally different during the World Cup.”