Paddy Power 'Engages' The Queen For The Euro 2012

Royalty blips from mobile giving football opinions

Paddy Power has initiated marketing for the Euro 2012 football competition which will amuse some and surprise many. In fact, the Queen is brought to life thanks to augmented reality technology accessible to mobile users through the Blippar app, a first for Paddy Power.

Created by Crispin Porter + Bogusky, the mobile activity features Britain's Queen Elizabeth giving animated football and other topical off the wall opinions during the competition.

Once in the app, users hold their phone over a GBP 10 note to generate the animated Queen which then allows click through to betting options on Paddy Power Mobile. What's more, the Royal opinions will be daily refreshed throughout the three-week tournament

A Paddy Power spokesman said: "I'm sure the Queen like everyone else has views on football, but as we're unlikely to hear them we thought we'd use a bit of creative license. It might put us at risk of getting thrown in the Tower of London but as we know she likes a flutter, we're sure Her Majesty will see the funny side."

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