A provocative campaign with North Korea imploded when the regime executed government officials. As a publicly traded company, Paddy Power faced immense pressure from the UN and institutional investors, forcing a withdrawal. This highlights the severe reputational and stakeholder risks of edgy marketing for public corporations.
Paddy Power's papal election stunt succeeded by targeting a situation with a 'media vacuum.' The world's press was gathered in St. Peter's Square with no news until a new pope was chosen. By providing betting odds, Paddy Power became the only story available, securing constant coverage.
By connecting their own Vatican PR stunt with a breaking news story about Dennis Rodman in Pyongyang, Paddy Power created an audacious, high-impact campaign. This demonstrates how creatively linking disparate, real-time events can generate massive, unexpected marketing opportunities.