Cultural learnings… Paddy Power launches Japan Slam for RWC 2019

Gearing up for this Friday’s kick-off of the Japan 2019 Rugby World Cup (RWC Japan 2019), Paddy Power has launched its ‘Japan Slam’ social media series.

The series sees Paddy Power cast a number of Irish sports stars, such as champion jockey and long-term collaborator Ruby Walsh, former Ireland Rugby international Donncha O’Callaghan and WWE star Sheamus explore Japan as RWC host nation, taking on a number of cultural challenges.

The series sees  Paddy Power marketing continue its focus on building its brand through content and deeper narratives.

Last summer, the bookmaker produced a five-part documentary about alternative football World Cup CONIFA, which was broadcast on national TV in Ireland.

Furthermore, Paddy Power’s ‘Head-2-Head’ interview series, with footballers Robbie Keane, Mick McCarthy and Graeme Souness, was picked up by TV, while their sponsorship of the Champions League of Darts has seen a dedicated content stream.

Spokesman Paddy Power said: “We’re saying konnichiwa to Japan as we head over there for our latest piece of travel content ahead of the Rugby World Cup.

“I’m excited, but admittedly less enthused about taking on professional sportspeople at physical challenges like sumo or karting. Though I’m fairly confident in my abilities when it comes to the eating competition.”

Paddy Power

Paddy Power marketing director Michelle Spillane said: “We are delighted to announce our latest content series – which sees Paddy and a team of celebrities head to Japan ahead of the Rugby World Cup.

“The series continues to highlight our focus on creating high-quality content, which perfectly matches the fun, sharp-witted tone people expect of Paddy Power.”

The first full episode will be available to view on Friday  20 September, to coincide with the opening game of this year’s tournament, Japan v Russia.

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