By The Drum Team, Editorial

September 30, 2012 | 2 min read

Irish bookmaker Paddy Power has taken to the sky to support the European team in their efforts against the US during this weekend’s Ryder Cup.

The stunt has involved pilots writing encouraging Twitter messages above the golf course, each more than 200ft tall, in an effort to ‘redress the balance’ against the loud home crowd supporting the US.

40 ‘Sky Tweets’ in total will be written using a complex computer programme built into the planes, which allows them to accurately construct the message.

The tweets have been written 10,000 feet above the course so as to not disturb the golfers with fans on the ground claiming they are visible for 20 miles.

Fans have been encouraged to write their Twitter messages using the hashtag #GoEurope, with messages so far including; 'Rory's gonna getcha', 'Tiger loves a bit of rough' and 'Do it for Seve'.

A Paddy Power spokesman commented on the stunt: “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!”

The sky tweets, part of Paddy Power's 'we hear you' campaign, were created by marketing agency CURB Media.

Anthony Ganjou, managing director of CURB, said: "We were challenged by the client to deliver something iconic, the biggest stunt they had ever attempted and a guerrilla marketing activation that would generate global impact. Linking Twitter to skywriting over the Ryder Cup not only delivers a multiple media first, but creates a instant platform for a global online audience to help create a unique moment in sports advertising."

Ryder Cup Sky PR Stunts

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