Just read a piece in the USA Today (not that I read that publication much) which talked about Callaway’s new direction in marketing. They’ve brought on a new agency (Factory Design Labs) and also Justin Timberlake to consult with them.
“Looking to pump up sales and promote its two new products for 2012— the RAZR Fit driver and the Hex Black Tour golf ball — Callaway Golf is pumping up the volume in a game long known for its tranquility. Callaway hired marketing agency Factory Design Labs, who came up with the concept to take golf to a place it has never been – the neon-induced, over-the-top, volume-busting Las Vegas Strip. Factory Design then got in touch with Kahn and Justin Timberlake, the multiple Emmy and Grammy Award-winning actor, musician and avid golfer, to collaborate on a campaign that is as unique as it is eye-catching.”
The result is a campaign which is going to start toward the end of January which features Phil Mickelson and other Callaway players hitting shots on the Las Vegas strip with volcanoes erupting and pyrotechnics exploding. Sounds fun. I’d like to try that. I’m not really a Justin Timberlake fan so I guess I’m not the demographic they’re going for, even though my demographic is the one with the money to spend.
It will be interesting to see what they do and how successful the campaign is.