October 1 2012 12.31 | 06 Comments
Irish bookmaker Paddy Power posted the worlds first ‘sky tweets’ in a guerrilla campaign designed to share messages of support to #TeamEurope golfers who were competing in the 2012 Ryder Cup at the Medina Country Club in Illinois.
The bookmaker hired 5 stunt planes to fly at 10,000ft above the course to tweet up to 60 specially selected messages some in support of the European golfers, while others just taunting their American counterparts.
Some of the tweets, which were visible from more than 20 miles away, included ‘Spirit of Seve’, ‘Rory’s Gonna Getcha’ and ‘Mrs Dufner is Hot’ in reference to the wife of US player Jason Dufner. Tiger Woods didn’t get away with tweets asking ‘Seen Tiger?’
The cheeky campaign was led by Paddy Power’s own twitter handle (@PaddyPower) and asked followers to use the not-official #GoEurope hashtag.
And who was behind this campaign? Well,
the London-based Taylor Herring PR agency of course [I stand corrected, in fact the concept was 'invented, managed and delivered by CURB with support from PR agency Taylor Herring. Thanks to Anthony for the correction! ]. Hat tip’s all round for a campaign that used creativity and social media.
Have a look here at Rory McIlroy’s reaction to the tweets in the Sky: