Online and land gambling group Paddy Power has hit the ground running in 2014 with the release of its campaign to promote the company’s personalised iOS betting app.

The marketing publication The Drum reports that the superfast app Paddy Power Messenger campaign includes national press print ads, outdoor, and online advertising, all geared towards encouraging downloads and installs of the app.

The If agency worked on the promotion which includes a video tutorial here:

Paddy Power Messenger is designed to provide an individually tailored experience to the user. Once downloaded a punter can choose his or her favourite football teams, leagues, horses, jockey, trainers or racecourses to follow, and will receive messages and updates on all developments and bets related to those areas.

Users can manage what messages are sent to them via the app, and can opt to receive reminders on their preferred sports, and receive live text commentary on football matches.

The app also features short cuts which let users check their account balance, request odds or withdraw cash. They can also access all Paddy Power specials and set how long they want to be logged in for.