CREATIVITY

With a budget a fraction of the size of official US Ryder Cup sponsors and no sponsorship rights we had no choice but to get creative, producing a campaign that uniquely blended social media with sky writing for the very first time – breaking two Guinness World Records for biggest tweet and biggest skywriting in the process.

‘ON-BRAND’

Paddy Power is known for producing daring campaigns. In fact it sums up its brand essence with the term ‘mischief’. Taking this as inspiration, we set about devising a cheeky guerrilla campaign that would both grab audience attention and reflect the spirit of the brand.

The campaign trended on Twitter over the course of the competition, driving mentions of Paddy Power to 68,000 – three times more than in an average month. Paddy Power also increased its social footprint by 3.6% with 2,000+ new Twitter followers and 5,000+ new Facebook followers.

The campaign also received widespread media exposure, featuring in 2.5 hours of official Sky and NBC TV Cup coverage and appearing across the UK’s national press.

Most importantly of all however the 2012 Ryder Cup generated more revenue for Paddy Power than any previous competition in the Company’s 24-year history, including the 2006 Cup held in its native Ireland.