Danny Dyer
Image: Fred Duval/Shutterstock

On the face of it, there is very little in common between a former Republic of Ireland player and manager, a TV hardman and a cheese seller from Essex.

However, Mick McCarthy, Danny Dyer and John Fisher, known more affectionately on social media as Big John, have all starred in marketing campaigns for the gambling industry.

The first two have featured in Paddy Power’s marketing push ahead of the tournament, while a video of Big John delivering his ‘bosh’ catchphrase has already racked up millions of views and thousands of likes and shares since being released by Coral at 6pm yesterday (11 June) on X.

Given the scale of social media, it can be argued that a successful campaign now hinges more on gaining numbers online rather than featuring heavily across legacy media channels like TV and radio.

Though McCarthy and Dyer have had long careers in their respective fields, there is no doubt that their celebrity status has been boosted significantly by going viral online.

However, Big John is perhaps the most fascinating of all, and a typical case study of how social media can turn the everyday person into a star overnight.

The owner of a mobile cheese supply business, he rose to fame in 2022 when a clip of him ordering a Chinese takeaway went viral online, and it could be argued he has risen to the status of national treasure in the minds of many for his love of Chinese cuisine and use of the word bosh.

In the video, he delivers a version of bosh for each of the 48 teams in the World Cup. Personal favourites include K-Bosh for South Korea, Boshnia for Bosnia and Herzegovina and Van Der Bosh for the Netherlands.

No guaranteed success 

There are no bankers at the World Cup, though, and the same can be said for marketing campaigns around the tournament. 

A partnership with a viral star, no matter how much they are adored, is not a surefire method to engagement. There are still a myriad of ingredients that are crucial to a successful campaign and strong ROI on partnerships. 

By looking to tap into the notoriety of figures like Dyer, McCarthy and Big John, Paddy Power and Coral are generating authentic engagement online, which will somewhat organically drive eyes to the two brands and expand their reach throughout the tournament.

In different ways, both Paddy’s and Coral got it right with their approach to campaigns. 

Mick McCarthy pontificates around the idea that recognition for his decorated managerial and playing career has been dwarfed by the reaction he gets for a few fleeting viral moments online, underlining the power of social media.

While a brilliant effort and one that has generated real traction online, it has to be said that if there were Academy Awards for World Cup marketing campaigns, Big John and Coral are claiming the top prize. 

Although tongue-in-cheek, I’m sure, some have compared the influencer’s performance in the short and simple ad to that of Messi in his prime. 

Coral did a great job tapping into the fandom, revealing a behind-the-scenes shot in which Big John takes a deep intake of breath before embarking on the marathon of consecutive catchphrases. 

The operator stated alongside the post: “For anyone that still doubts him. One take. No autocue. One GOAT!.” This follow-up post alone generated 345k views on top of the 8.8 million views of the original post. 

Staggeringly simple, yet beautifully creative and encapsulating what led to the origin story of Big John’s virality. The Coral marketing campaign for the World Cup was incredibly sweet and not so sour.

RELATED ARTICLESMORE FROM AUTHOR