Paddy Power 'sky tweets' ambush Ryder Cup

Paddy Power ruffled the losing US Ryder Cup golfers' feathers this weekend with a stunt in which it took to the sky to deliver encouraging and provocative "sky tweets", supplied by European fans.

  • 01.jpg


  • 02.jpg


  • 04.jpg


  • 06.jpg


  • 07.jpg


  • 03.jpg


  • 05.jpg


  • 08.jpg



The Irish bookmaker delivered a series of cheeky messages in the skies, which are reported to have angered the losing US Ryder Cup captain Davis Love III.

This stunt involved five planes "writing" tweets in the sky, which had been originally tweeted by European Ryder Cup fans, and was enacted in association with Crispin Porter & Bogusky and media agency M2M.

The messages were visible from more than 20 miles away and supported the Europeans while taunting their US opponents, particularly Tiger Woods.

Tweets that appeared in the sky included: "Spirit of Seve", a reference to European Ryder Cup hero Seve Ballesteros; "Mrs Dufner is hot", a reference to the wife of US player Jason Dufner; and "Retweet this Poults", referring to inspirational European player Ian Poulter.

In all, the sky tweet involved 40 Twitter messages from European fans written in the sky over the course of the final two days of the competition.

The planes were able to relay fans' tweets through a complex computer programme.

The technical delivery of the skywriting was handled by Curb Media.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Vodafone, Sky and HSBC join retreat from Google

Several more major brands, including Vodafone, Sky, and a trio of the UK's leading banks, have added their names to the list of those considering suspending their advertising on Google.

Why Cosabella replaced its agency with AI and will never go back to humans

1 Why Cosabella replaced its agency with AI and will never go back to humans

In October, lingerie retailer Cosabella replaced its digital agency with an AI platform named "Albert". Since then it has more than tripled its ROI and increased its customer base by 30%.

Just published