Working with strategy group KIMBA, Callaway teamed with sports and entertainment comedy group Dude Perfect for a Long Drive Trick Shot stunt designed to promote the brand’s XR clubs.
The campaign centers on a video featuring the Dude Perfect boys making epic trick shots such as shooting a basket with a golf ball, shooting golf balls off an aircraft carrier into tiny nets and whacking golf balls in slow motion into milk jugs, Skittles and other items. That video has been viewed 1.6 million times since launch March 2.
The video is also houses on a microsite where visitors can watch interviews with the Dude Perfect boys, check out even more trick shot videos, look at still photography action shots from the Long Drive Trick Shot stunt, check out animated gifs of stuff being exploded by golf balls and, of course, check out (and buy) the XR clubs.
A section of the microsite also aggregates social content from Twitter and Instagram which has been tagged with the campaign’s hashtag, #XRSpeed.
The microsite content is being promoted by the brand on Twitter, Instagram and Facebook using stills, animated gifs and videos:
Time for a segment called "What will the XR driver do to this?" –> http://t.co/S3IpdJYcXV @DudePerfect pic.twitter.com/CFwU6ojCO6 — Callaway Golf (@CallawayGolf) March 2, 2015
[WATCH] @DudePerfect's Cody Jones on how he pulled off the 400-yard XR Aircraft Carrier catch: http://t.co/S3IpdJYcXV pic.twitter.com/q0QKT7nOHl — Callaway Golf (@CallawayGolf) March 6, 2015
[VIDEO] #XRSpeed + @DudePerfect = the most OUTRAGEOUS golf trick shot video you've ever seen: http://t.co/JrZD1sPOOB — Callaway Golf (@CallawayGolf) March 3, 2015
Watch @JamieSadlowski hit into a kiddie pool from 250 yds away: http://t.co/S3IpdJYcXV#XRTrickShots @DudePerfect pic.twitter.com/vtJ8oyNvpj — Callaway Golf (@CallawayGolf) March 3, 2015
Post by Callaway Golf.
Post by Callaway Golf.
Post by Callaway Golf.
The campaign content, in addition to placement on the brand’s social channels, was promoted and distributed with a plan that included social spending, paid media with Dude Perfect pre-roll and companion banners, 100% SOV on Dude Perfect’s YouTube channel, native ads, dedicated emails and influencer outreach.
Of the campaign, Callaway Golf Communications Director Scott Goryl said:
“Under this constant engagement model, we’re reaching golfers with experiences and stories that are entertaining, helpful, relatable, and flat out amazing. We identified Dude Perfect as the right partner for creating this type of content for our XR product that is all about ‘outrageous speed.’ ”
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