Disrupt the Ryder Cup!
Within 10 seconds Sky sports covered the first “Do it for Seve” tweet showing our launch message to 8 million people globally. On course 50,000 fans witnessed the spectacle immediately and NBC captured Olazabal (the European Ryder Cup captain burst into tears of joy on camera looking up into the Sky).
Within 2 minutes and the end of our second message the BBC captured the worlds number 1 golfer on the course stopping play and asking his caddy to grab his iphone from his golf bag to photograph the astonishing scene directly above them. A video that has now been seen by over a million fans.
The 40 messages skywritten over 2 days received global coverage in over 500 publications and were syndicated in highlight reels of each day by every major broadcaster showing the tournament. Every player on course was captured live reacting to the skytweets and the captive tv audience exposed to the campaign topped 100 million.
Whilst simultaneously winning a guinness world record for the largest piece of skywriting ever attempted, the Paddy Power skytweeting campaign co-incided exactly with the revival of the European team and the most famous golfing comeback in the history of sport.
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