Callaway unveil 'Tweet to Unleash' driver campaign

Callaway Golf has launched a first-ever digital reveal 'Tweet to Unleash' campaign, where images and videos of its flagship 2013 driver can unlocked using the hashtag #LongestDriverinGolf

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Callaway Golf is broaching new territory by unveiling its flagship driver for 2013 via a first-ever digital reveal 'Tweet to Unleash' campaign.

An image of Callaway's new premium driver, concealed beneath a headcover, can be viewed at www.callawaygolf.com/tweettounleash, Callaway's dedicated microsite.

More images of the driver can be unlocked via a Twitter campaign, with fans and followers encouraged to tweet using the hashtag #LongestDriverinGolf.

Over the next few days, social media activity will determine when the fully-fledged image of the driver becomes available.

There are several milestones that need to be reached. At each milestone - dynamically determined by the volume of tweets that include the #LongestDriverinGolf hashtag - a section of the full image will be released.

There are eight additional milestones to be reached during the process. At each, a certain aspect of the driver's technology will be revealed and discussed by Dr. Alan Hocknell, Callaway's Head of Research and Development.

The dedicated campaign page will feature dynamic image and video, a log of Twitter conversations featuring the #LongestDriverinGolf hashtag and a list of suggested Callaway ambassadors to follow.

Click here to view the campaign page.

Nick Bonfield
Nick Bonfield

Nick Bonfield joined Golf Monthly in 2012 after graduating from Exeter University and earning an NCTJ-accredited journalism diploma from News Associates in Wimbledon. He is responsible for managing production of the magazine, sub-editing, commissioning and feature writing. Most of his online work is opinion-based and typically centres around the Majors and significant events in the global golfing calendar. Nick has been an avid golf fan since the age of ten and became obsessed with the professional game after watching Mike Weir and Shaun Micheel with The Masters and USPGA respectively in 2003. In his time with Golf Monthly, he's interviewed the likes of Rory McIlroy, Justin Rose, Jose Maria Olazabal, Henrik Stenson, Padraig Harrington, Lee Westwood and Billy Horschel and has ghost-written columns for Westwood, Wayne Riley, Matthew Southgate, Chris Wood and Eddie Pepperell. Nick is a 12-handicap golfer and his favourite courses include Old Head, Sunningdale New, Penha Longha, Valderrama and Bearwood Lakes. If you have a feature pitch for Nick, please email nick.bonfield@futurenet.com with 'Pitch' in the subject line. Nick is currently playing: Driver: TaylorMade M1 Fairway wood: TaylorMade RBZ Stage 2 Hybrid: Ping Crossover Irons (4-9): Nike Vapor Speed Wedges: Cleveland CBX Full Face, 56˚, Titleist Vokey SM4, 60˚ Putter: testing in progress! Ball: TaylorMade TP5x