We had a suspicion Man.Utd fans might be missing their legendary former manager - especially if their new one had a run of bad results! Following the 3-1 defeat to Chelsea on a Sunday, we made a special delivery to Man.Utd’s stadium the following Monday morning - a waxwork model of their former manager Sir Alex Ferguson in a glass box with the cheeky message “In case of emergency break glass."
After seeding the images to key influencers, the stunt created a controversial conversation amongst fans, pundits and the media that exploded across all channels. The results were phenomenal: retweeted over 5,000 times, reaching over 50m Twitter users. The Paddy Power Facebook post received 4,500 likes, 1,750 shares and 350 comments. Traditional media channels covered the stunt - 22 pieces of coverage were secured including the home page of the Mail Online, The Sun, Daily Mirror and the Daily Star.