The Ryder Cup, the classic golf tournament, is the source of some bitter conflicts between the European and American golf teams. While working on the idea, it struck us that half the visitors to the Guardian website are from the USA, while half are from the UK. This is how the idea of the tournament within the online adverts came about. The scoring was updated live in all adverts by a dynamic link between the server and the ads. This was a unique technical development, which has not been done elsewhere before or since. By generating interest in the online tournament, we raised awareness of the supplement and reaffirmed Guardian’s sport credentials. Oh, and incidentally… Europe won!