Paddy Power wanted to launch their new loyalty program whereby every 10th bet is free. And do it in way that showed they “got” football. Of course, being Paddy Power we couldn’t do it in any ordinary way.

The strategic unlock: People use loyalty cards not because they are loyal but because of the rewards. And in the world of football, loyalty has never been more than a myth.

Results: 3.7 million organic views in 24 hours and headlines around the world