Business networking on the golf course has always been an integral part of the sport. Fanscape/TMA recognized this connection and launched “Hit the Links,” a social media campaign for client Callaway Golf Company that aims to disrupt the traditional influence models in golf in a modern way.
The application lets 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.
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. Once connected, you then have the option to hand pick your golf foursome and create the “ultimate golf business trip” for you and three of your connections. The last step prompts you to sign up for a chance to win an advanced fitting experience and get a custom built set of clubs, a round of golf, and test the new HEX Chrome+ all at Callaway’s headquarters.
The first 1,000 participants will receive a dozen Callaway HEX Chrome+™ balls, the Company’s newly released, fastest Tour-level golf ball.
Since LinkedIn is home to Callaway’s target demographic, the Fanscape team sought out to create a consumer engagement experience on the platform that is truly first of its kind. In fact, Callaway is the first sporting goods brand to do anything of this scale on LinkedIn, ultimately serving as a catalyst that sparks conversations on the biggest professional network in the world.
Mike Chiavetta, Director of Social Strategy at Fanscape, Callaway Golf’s social media agency, discusses how strategy impacted the activation:
“Our mission going into this was to know everything about Callaway so all of our work will result in moving their business forward and create stronger connections with their consumers. The insights we uncovered from recent trends in the category, research planning, social data and consumer behavior gave us the end result of what core golfers desired.”
”Hit the Links” launched yesterday and runs through May 24 at www.callawayhitthelinks.com.
Check out Tom Edwards’ article for an in-depth overview of the activation.