Paddy Power: Bottle Job - Misfiring Gunners IPA

Having been 8 points clear at the top of the Premier League, the title was Arsenal's to lose. Only their North London rivals Spurs would usually be capable of such a bottle job.

But not to be outdone on any front, Arsenal threw away 2-0 leads against Liverpool and West Ham, before scraping a 3-3 draw with bottom club Southampton. That left them with a slight advantage over title rivals Manchester City. Of course their next game was away to... Manchester City.

Arsenal duly lost the game, and presumably the title.

Paddy Power, via internal agency Flutter Creative and partners Ready10, were ready to jump on this spectacular capitulation the morning after the game, by handing the mantle of 'Biggest Bottlers in North London' to the Gunners, firstly delivering an 18-foot inflatable champagne bottle to Arsenal's Emirates stadium on the back of a lorry, and then partnering with beer miscreants BrewDog to launch a limited run of 'Misfiring Gunners IPA'.

The ploy went down a storm - sparking outrage from Arsenal fans, and delight from pretty much everyone else... in particular Spurs fans Lord Sugar, who got himself a few Misfiring Gunners to troll Arsenal fan Piers Morgan on Twitter.

The social posts about the stunts racked up over a million impressions in the days after the match.