Callaway Partners With LinkedIn For Social Networking Campaign For Golfers
Integrated Media and Technology Program Pulls from a Golfer's LinkedIn Network
to Create the Ultimate Foursome
CARLSBAD, Calif., April 23, 2013
CARLSBAD, Calif., April 23, 2013 /PRNewswire/ --Callaway Golf Company (NYSE:
ELY) today launched a social media networking campaign in partnership with
LinkedIn. The application, which lives on www.CallawayHitTheLinks.com,
introduces a modern approach to the long-held tradition of networking on the
golf course. Within the app, golfers designate an ultimate foursome using
their LinkedIn network of professional contacts, and submit the group for a
chance to win a golf "business" trip that includes a custom club fitting at
Callaway's California headquarters and a round of golf.
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(Photo: http://photos.prnewswire.com/prnh/20130423/MM98426 )
"We are disrupting the traditional influence models in golf because golfers'
expectations about how they experience brands has changed dramatically," said
Harry Arnett, SVP, Callaway Golf. "This partnership and concept are exciting
because no other company has used LinkedIn's API in this way before, and we're
using it to connect passionate golfers. It furthers our commitment to being
the most transparent, most connecting, most engaged brand in golf."
The experience begins with users logging into the application via LinkedIn
Connect, which then generates a recommended foursome through an innovative use
of LinkedIn's API (application programming interface).The three connection
types created from the API within the foursome are:
oThe Company Insider: Someone within the user's company. The API seeks out
a golfer first, but if one isn't available, then the person with the most
appropriate title is selected.
oThe Business Contact: Someone in the user's network and industry that the
user has the most connections in common with.
oThe Golfer: To find the passionate golfer in the user's network, the API
references attributes such as interests and group membership. The person
with the highest number of connections in common will be selected.
Participants can also "mulligan" out the recommended connections and handpick
their foursome by browsing their professional network. The first 1,000
participants will receive a dozen Callaway HEX Chrome+™ balls, the Company's
newly released, fastest Tour-level golf ball.
Terry Dry, President of Fanscape, Callaway Golf's social media agency, said
"LinkedIn is the perfect partner to create this experience. In addition to
having our target demo LinkedIn users are already talking about golf, they're
creating golf groups and listing golf as an expertise to attract connections.
In fact, Callaway is the most popular golf brand on the network and will be
the first sporting goods brand to do anything of this scale on the platform.
It's a natural extension that provides value to all partners."
For Callaway, the Hit the Links campaign follows an innovative "Tweet to
Unleash" introduction of its RAZR Fit Xtreme™ driver earlier in the season.
This Twitter-based product introduction used real-time social conversation to
unlock product content, breaking ranks with traditional product announcements
and marking a first for the golf industry. Additionally, the Company's
"Holiday Hit the Pin" sweepstakes on Pinterest was the first time a golf
manufacturer had meaningfully connected with golfers on that medium, in this
case by encouraging them to create a board with their dream bag of Callaway
The Callaway campaign with LinkedIn, called "Hit the Links," runs until May
24, 2013 at www.callawayhitthelinks.com
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® and Odyssey® brands worldwide.
For more information please visit www.callawaygolf.com or
Contact: Scott Goryl, Callaway Golf Company, Scott.Goryl@callawaygolf.com
SOURCE Callaway Golf Company
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