Mass Relevance Launches Golf's First TWEET TO UNLEASH With

Mass Relevance Launches Golf's First TWEET TO UNLEASH With Callaway
Innovative Product Introduction Campaign Taps the Power of Real-Time
Social Content to Grab Attention for Callaway's Premium Driver Before
It Officially Arrives in 2013 
AUSTIN, TX -- (Marketwire) -- 11/12/12 --  Mass Relevance, the
technology leader in social curation and integration, today announced
that Callaway Golf has teamed with the company on a new product
introduction campaign that taps the power of social to reach serious
golfers across the country. 
Debuting today, Callaway TWEET TO UNLEASH breaks ranks with
traditional product introductions with a new approach that marks a
first for the golf industry. Recognizing that more serious,
year-round golfers take to Twitter more often than other social
platforms, the new experience rallies avid golfers around the
longest, fully adjustable driver that Callaway has ever created --
and gives them the chance to win this high performance driver before
it officially arrives in January 2013. Golfers can simply Tweet with
#LongestDriverInGolf to unlock new content and ultimately unveil the
first look at Callaway Golf's greatest engineering achievement to
date. Tweets with #LongestDriverInGolf are also automatically entered
to win one of 10 drivers before they hit the shelves next year. 
Behind the scenes, Mass Relevance's social engagement platform
discovers, filters and displays the tweets that drive the TWEET TO
UNLEASH experience. Mass Relevance also partnered with Callaway to
deliver a unique look and feel for the brand experience, which

--  Easy browsing of unlocked images -- and teaser images of content that
    remains behind bars
--  A progress bar to the next unlock state and all the way to the
    ultimate unveil.
--  Multi-stream, real time tweets from participating golfers.
--  A winners circle -- and counter with the number of drivers still
    available to participants.
--  Ability to follow Team Callaway and sign up to be notified when the
    driver hits the stores.

"Callaway is known for its innovation, and TWEET TO UNLEASH continues
this tradition by using real-time social content to actually help
launch a new product," said Sam Decker, CEO of Mass Relevance.
"Callaway is leveraging Mass Relevance to build an inspiring 'owned
media' experience, while combined with its paid media maximizes
Callaway's ability to generate and amplify earned media. This is a
first for golf -- and one of the firsts for any product launch -- and
we are very excited to work with Callaway to drive customer
engagement and ultimately sales." 
About Callaway Golf
 Through an unwavering commitment to innovation,
Callaway Golf Company (NYSE: ELY) creates products designed to make
every golfer a better golfer. Callaway Golf Company manufactures and
sells golf clubs and golf balls, and sells golf accessories, under
the Callaway Golf(R) and Odyssey(R) brands worldwide. For more
information please visit or 
About Mass Relevance
 Based in Austin, Texas, Mass Relevance enables
entertainment, media, retail, and manufacturing brands to drive
real-time engagement through social curation and integration. In the
past nine months alone, Mass Relevance has delivered more than three
billion pieces of social content to multiple digital surfaces
(curated from over nine billion pieces flowing through the Mass
Relevance platform) to support iconic events like the Super Bowl and
Academy Awards, launches such as The Avengers and Madonna MDNA, and
television phenoms American Idol, X-Factor, 80 Plates and The Voice.
The company serves more than 125 clients including "Big Four"
television networks, seven of the top 10 2011 cable networks, as well
as top brands like Target, Cisco, Ford, Samsung, New York Giants,
Pepsi, Purell and Victoria's Secret. 
The company is privately held with venture capital funding. For more
information, please visit the company's website at, on Facebook and at Twitter. 
Erica Cenci
Brady PR for Mass Relevance
Phone: 402-889-2674
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