For the Ryder Cup, we created a stunt to distract Team USA and give the Europeans an edge. We took to the sky and live-tweeted messages at American players available for all to see. It involved 40 tweets from fans of Team Europe being ‘written’ in the sky by planes. As a result of this unconventional tactic, Ryder Cup Sky-Tweet Stunt had TV and press coverage on both sides of the pond. #PaddyPower and #GoEurope were both in the top five trending subjects in the UK and generated more revenue for Paddy Power than any previous competition in the company’s 24-year history, including the Ryder Cup held in its native Ireland.