Irish bookmaker Paddy Power's cheeky stunt - devised by CURB and promoted by Taylor Herring - saw five planes spelling out tweets in vapour trails. The public submitted tweets with the hashtag #goeurope. The five-mile-long messages were visible more than 20 miles away and supported the Europeans while taunting Tiger Woods.
HOW I SEE IT -
Tom Johnson, director, Beatwax
This stunt was clever for many reasons. First, technical excellence. Experiential stunts are at their best when they create the 'how did they do that?' feeling. Second, execution. The 'sky tweets' could be read for miles around. And third, content. The highly visual stunt not only created material that Paddy Power could use online and internally, but it also generated a media buzz.
Paddy Power is becoming well known for its stunts and its use of letters. It has used huge 'Hollywood'-style letters to deliver the message at high profile sporting events. This is another execution of that with additional social media layers. Repetition is also key for any brand association: Guinness doesn't actually own St Patrick's day but let's face it, it does. Paddy Power has the opportunity to do the same with major sporting events