Callaway wanted to rally avid golfers around a new product launch to drive unprecedented social buzz and market anticipation. The leading golf brand decided to reveal their new golfer with social calls to action that would unlock exclusive content, amplify word of mouth, and draw a larger audience back to the site.
The main focus was a Tweet to Unleash- a call to action in which the collective voice of consumers tweeting with #LongestDriverInGolf unlocked new content, and ultimately unveiled the first look at Callaway Golf's greatest engineering achievement to date. Participants were automatically entered to win one of 10 drivers before they became available in retail. Visualizations like a winner's circle and a counter with the number of drivers still available fueled momentum and motivated people to join the conversation. The hashtag #longestdriveringolf trended #1 worldwide on Twitter for a 4 hour period and nearly 2,000 people started following Callaway for the first time.