Sky, sun and fun: Skytweeting with Paddy Power
By Cream Editorial
Last year in September, Irish bookmaker and betting services brand Paddy Power took ambush marketing to new heights, quite literally! And here’s the story behind the story.
The brand used skywriting as a tool to post tweets high up in the sky in Chicago just above the Medinah County Club at the time of the Ryder Cup tournament. The aim? To motivate Europeans to cheer for their team. The cheeky brand did so by fuelling the US-Europe tussle at the golf matches through sky tweets cheering European players, and taking none-too-subtle jibes at American golfers.
It’s interesting to note that Curb Media, one of the key agencies behind the entire activity, used a squadron of skywriters and a patented technology allowing the brand to write tweets at 10,000 feet above ground. Curb Media also obtained the full permission of the Federal Aviation Administration to get them to navigate around 800 planes a day landing at the world’s third busiest airport 3 miles away.
Curb helped put messages in the sky within 45 seconds of them being tweeted online – messages that poked fun at America and supported Team Europe.
“Curb was approached by the Paddy Power team with a four word brief: ‘Disrupt the Ryder Cup’ and deliver the biggest stunt the company had ever attempted,” says Curb Media founder and chief executive Anthony Ganjou. “We sat down and brainstormed what would be the biggest physical thing that we can do at the event and Skywriting was mentioned. Having looked in detail at the reality of skywriting over the event, we approached the world's best skywriters and proposed we connect the medium for the first time to social media creating skytweets.
“To us, this was the perfect marriage of a stunning medium that would empower anyone anywhere in the world to ambush the entire event from their mobile or laptop. It took less than 30 seconds for Paddy Power to fall in love with the idea and see the potential. Their team then did a brilliant job amplifying the idea with traditional media channels and with the weather turning out to be stunning we quite literally blew the world away and inspired the European team to victory,” concludes Ganjou.