13 November 2012
Last Updated: 27 June 2013
After the ambitious launches of Nike's Covert driver and TaylorMade's RocketBladez irons, Callaway knew they would have to come up with something big to draw attention to their new product due to be launched this week and we think they have succeeded.
Their Twitter based brainchild, 'Tweet To Unleash' focuses on the hashtag #LongestDriverinGolf, and with each fan tweet that mentions it, the reveal date moves a step closer.
Each tweet also automatically enters you a chance to win their new driver before it arrives in 2013.
To see the current unveiled images and behind-the-scenes videos you can visit the dedicated microsite www.callawaygolf.com/tweettounleash and over the course of the next four days, more images will be released.
Each milestone highlights an aspect of the new club's technology, with Callaway's Head of Research and Development Dr Alan Hocknell leading the videos.
Callaway said: "The Tweet to Unleash campaign is part of our focused effort to connect more directly with golfers and Callaway fans. This innovative 'social media reveal' is a first in golf that breaks the tired template of more recent golf product introductions."