CALLAWAY GOLF
Free balls for your Fourball. Golfers are a social crowd and this campaign combined a Member-Get-Member mechanic with a 'viral' email to build a database for Callaway Golf in Europe.
Put your name on the leaderboard with the Pros, and organise a round with some friends.
Then combine a MGM mechanic with a sales promo, and let the idea going viral.
This hugely engaging and very simple campaign tapped into golfers' clubby nature and went…exponential.
Free Balls for your Fourball generated 27,000+ responses.
And a database that Callaway still use today.
ROLE
Creative Director
ASSETS
AGENCY
SFW