In honor of Masters week, I bring you this, a pretty cool project by Callaway to promote its new driver. The brand headed to local driving ranges across the country to challenge amateur and pro golfers to compare the RAZRFIT to their own drivers in a test drive type of environment. Callaway video taped the golfers swinging and providing real-time feedback, analyzed driving distance data and posted it all on a very attractive online portal.
DISRUPTIVE TAKEAWAY: It’s great to see a Big Brand using old school grassroots marketing techniques. There’s absolutely nothing better than walking into a group of consumers and saying, “Here’s my product, test it, put it up against your favorite similar product…tell us what you think“. Add in recorded proof, live testimonials and data crunching (however scientific it may or may not be) and you have a pretty damn cool story. The online user interface is fun to play around with and smooth across all click points.