Mass Relevance Launches Golf's First TWEET TO UNLEASH With Callaway Golf

Mon Nov 12, 2012 10:00am EST

* Reuters is not responsible for the content in this press release.

  AUSTIN, TX, Nov 12 (Marketwire) -- 
Mass Relevance, the technology leader in social curation and integration,
today announced that Callaway Golf has teamed with the company on a new
product introduction campaign that taps the power of social to reach
serious golfers across the country.

    Debuting today, Callaway TWEET TO UNLEASH breaks ranks with traditional
product introductions with a new approach that marks a first for the golf
industry. Recognizing that more serious, year-round golfers take to
Twitter more often than other social platforms, the new experience
rallies avid golfers around the longest, fully adjustable driver that
Callaway has ever created -- and gives them the chance to win this high
performance driver before it officially arrives in January 2013. Golfers
can simply Tweet with #LongestDriverInGolf to unlock new content and
ultimately unveil the first look at Callaway Golf's greatest engineering
achievement to date. Tweets with #LongestDriverInGolf are also
automatically entered to win one of 10 drivers before they hit the
shelves next year.

    Behind the scenes, Mass Relevance's social engagement platform discovers,
filters and displays the tweets that drive the TWEET TO UNLEASH
experience. Mass Relevance also partnered with Callaway to deliver a
unique look and feel for the brand experience, which includes:

--  Easy browsing of unlocked images -- and teaser images of content that
    remains behind bars
--  A progress bar to the next unlock state and all the way to the
    ultimate unveil.
--  Multi-stream, real time tweets from participating golfers.
--  A winners circle -- and counter with the number of drivers still
    available to participants.
--  Ability to follow Team Callaway and sign up to be notified when the
    driver hits the stores.


"Callaway is known for its innovation, and TWEET TO UNLEASH
continues this tradition by using real-time social content to actually
help launch a new product," said Sam Decker, CEO of Mass Relevance.
"Callaway is leveraging Mass Relevance to build an inspiring 'owned
media' experience, while combined with its paid media maximizes
Callaway's ability to generate and amplify earned media. This is a first
for golf -- and one of the firsts for any product launch -- and we are
very excited to work with Callaway to drive customer engagement and
ultimately sales."

    About Callaway Golf
 Through an unwavering commitment to innovation,
Callaway Golf Company (NYSE: ELY) creates products designed to make every
golfer a better golfer. Callaway Golf Company manufactures and sells golf
clubs and golf balls, and sells golf accessories, under the Callaway
Golf(R) and Odyssey(R) brands worldwide. For more information please
visit or

    About Mass Relevance
 Based in Austin, Texas, Mass Relevance enables
entertainment, media, retail, and manufacturing brands to drive real-time
engagement through social curation and integration. In the past nine
months alone, Mass Relevance has delivered more than three billion pieces
of social content to multiple digital surfaces (curated from over nine
billion pieces flowing through the Mass Relevance platform) to support
iconic events like the Super Bowl and Academy Awards, launches such as
The Avengers and Madonna MDNA, and television phenoms American Idol,
X-Factor, 80 Plates and The Voice. The company serves more than 125
clients including "Big Four" television networks, seven of the top 10
2011 cable networks, as well as top brands like Target, Cisco, Ford,
Samsung, New York Giants, Pepsi, Purell and Victoria's Secret.

    The company is privately held with venture capital funding. For more
information, please visit the company's website at,
on Facebook and at Twitter.


Erica Cenci
Brady PR for Mass Relevance
Phone: 402-889-2674

Copyright 2012, Marketwire, All rights reserved.