CALLAWAY GOLF

The Demon Drive Challenge The business challenge
Younger golfers across Europe weren’t considering Callaway, even though they are the world’s most innovative golf brand. Yet we needed them to buy the new Diablo Edge drivers.

The solution
Selling a golf club is a lot like selling a car – it’s so much easier if you can get someone to test-drive it. So we got these young golfers to (virtually) test-drive the new clubs in an addictive interactive game featuring the European Tour champion driver, Alvaro Quiros. Without budgets to support standard banner advertising to drive traffic, we found other ways to drive people to the game. As well as seeding it, we created an eminently viral video of “out-takes”, a mini-version of the game for Facebook and highly targeted Facebook ads.

Results
98,711 site visits in the first three months and with no further promotion the site continues to average 6,000 visits per month. An average dwell time of over 10 minutes. 48,361 incremental email addresses captured. Follow-up emails have resulted in high levels of sales across Europe. Awarded DMA Gold 2010.

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