Callaway Launches Golf’s First TWEET TO UNLEASH
Callaway Golf today launched a new product introduction that taps the power of Twitter to reach serious golfers everywhere. The campaign, which can bee seen here: http://www.callawaygolf.com/TweettoUnleash, is called Tweet to Unleash and breaks ranks with traditional golf product introductions by allowing golfers to more fully participate — and even control — the product introduction.
Tweet to Unleash features a concealed image of Callaway’s newest driver. The driver image and a series of eight videos featuring Dr. Alan Hocknell, SVP of Callaway R&D, will be dynamically unveiled based on the volume of Twitter conversation surrounding the hashtag #LongestDriverInGolf. Fans who tweet with the hashtag will be automatically entered to win one of 10 drivers Callaway is giving away during the campaign. Winners will receive the 2013 driver well before it is available at retail in January.
This concept from Callaway is aimed squarely at conversing with the most passionate golfers, and it marks an innovative approach that lets fans play a part in a major product introduction.
Please check out Tweet to Unleash and let me know if you have any questions. Thank you.