Royalty to give mobile football opinions through Euro 2012
An amusing initiative from Paddy Power marketing the Euro 2012 football competition is sure to raise a few eyebrows.
The mobile activity created by Crispin Porter + Bogusky features Britain's Queen Elizabeth giving animated football and other topical off the wall opinions throughout the competition.
The Queen is brought to life through augmented reality technology made accessible to mobile users through the Blippar app, a first for Paddy Power.
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.
The Royal opinions will be refreshed daily through the three-week tournament and a sample can  be viewed at:
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."