Category:Cause Related Marketing Strategy Of The Year
This paper tells how Paddy Power and Stonewall teamed up to tackle homophobia in football. They sent rainbow laces to every professional player in Britain, and asked them get "Right Behind Gay Footballers. Players from 54 clubs laced up. Meanwhile, the accompanying campaign generated over 400 media stories (with a reach of over 500M) and 320M impressions on Twitter.