Callaway Golf Gets 'Rich' with Online Efforts

Callaway Golf is boosting its budget for the upcoming season and inaugurating a series of unprecedented Internet moves by the equipment maker.The Web-based initiatives are highlighted by rich new-media efforts on behalf of Top-Flite golf balls, rolling out this weekend in conjunction with the PGA Tour's Arnold Palmer Invitational tournament in Orlando, Fla. Various campaigns to follow are designed to create brand showcases at a selection of sports and golf-specific sites, leading into the recreational golf season nationwide. Online links also will direct consumers to minisites, such as NeverLayUp.com and CallawayGolfTV.com, where additional videos are offered. The company also is looking to steer viewers to its main Web sites, such as TopFlite.com and CallawayGolf.com, where product info is available and, in some cases, interactive shopping elements. Additionally, Callaway's brand lineup includes premium Ben Hogan products. Overall efforts include several creative elements: Golf.com is building blog storylines for Callaway and linking the brand to discussion forums around major championships. GolfChannel.com is making Callaway the first sponsor of the site's photo gallery and the exclusive golf sponsor of the site's homepage and tournament page during the PGA Championship in August. Callaway will have homepage roadblocks on CBSSports.com during each major professional tournament in 2008, beginning with the Masters in April. These initiatives follow the Internet launches of Callaway golf clubs and balls in February, and the Odyssey Black series of putters in January. In February, Callaway launched advertising for golf clubs and balls across the Internet, including Golf.com, GolfChannel.com, SportsIllustrated.com, PGA.com, PGATour.com, ESPN.com, CBSSports.com, Golfdigest.com and Golfweek.com. In January, the Odyssey Black putter line debuted with premium positions on such golf sites as GolfDigest.com, GolfForWomen.com and LPGA.com.
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