Paddy Power tweet in the sky for Ryder Cup
Paddy Power are rather fond of guerilla marketing campaigns (remember Bendtner's underpants in summer?), and this weekend, they may have peaked with sky-written tweets of support for Team Europe in the Ryder Cup. The tweets, visible from over 20 miles, were written in clouds of smoke by stunt pilots. Each individual character was 200ft taller than the Shard skyscraper.
'Do It For Seve', 'Rory's Gonna Getcha' and 'We Believe' were written above the course. Paddy Power said: "In previous years we have seen shocking scenes of American crowds heckling and barracking the European players. Rather than take a leaf out of the book of our noisy rivals on the course, we've elevated support for Team Europe to the heavens! Our 'sky tweets' have given European fans the chance to have their messages seen on a massive scale, hopefully giving Olazabal and the guys a boost from home."
There's a video of how the sky-tweets were done here, and a pretty smart 360 degree gallery of some of the messages of support, here. What makes the European Ryder Cup win all the more brilliant, aside from this fun little promo stunt, is the fact that the American sporting press were writing stories like this before Europe came back and won the whole thing.