Paddy Power has a reputation for being cheeky and mischievous that is loved by the people who choose to bet with them. The Sky Tweets activity served as a reminder of that attitude for punters watching the golf. Also, as some of the Sky Tweets we’re branded and were covered in the TV footage of the Ryder Cup, non-gamblers and people who bet with other bookies were given a taste of what Paddy Power stands for.

Sky Tweets delivered an engaging, innovative and unique brand experience played out in front of 500 million people watching on TV. It ensured Paddy Power became part of the Ryder Cup conversation and generated 173 news articles, with a combined reach of 1.7 billion. Online, the stunt also made a big impact – Paddy Power-generated tweets reached a combined audience of 31 million people, with 68,000 social media mentions across the weekend, 2,000 new Twitter followers and over 5,000 new Facebook followers.