Golf equipment brand Callaway has teamed up with tech outfit Uber to create a mobile app experience that will allow US Open patrons to request an on-demand ride to and from the tournament site at Merion Golf Club in Ardmore, Pennsylvania.
Callaway and Uber Technologies are offering golf fans a utility-led, technology-centered experience during the tournament, which runs from 13 to 16 June by connected golf fans with professional drivers.
Thus providing visitors with a convenient, on-the-go transport solution.
The #MyCallawayDriver smartphone app uses real-time GPS technology to connect golf fans and US Open ticket holders to Callaway branded SUVs in the Philadelphia area for a ride to and from the Merion Golf Club East Course.
And the real coup de grace of the initiative is that there is no charge for the Callaway ride option.
‘How golfers experience golf companies has changed considerably,’ says Harry Arnett, marketing SVP at Callaway.
‘They are now more directly connected with individuals at equipment companies, with Tour professionals and with the Pro at their local course. Working with Uber on a social, technology-driven and fun program — that also provides utility to golf fans — is an example of how Callaway continues to focus particularly on the out of home experience with golfers in our ongoing commitment to be the most engaged experiential brand in golf.’
Other aspects of this initiative ensure that US Open fans who take a ride through the #MyCallawayDriver app receive a limited edition collector’s coin designed by Callaway Golf and those who tweet a photo of their experience to @CallawayGolf and @Uber_Philly (including the hashtag #MyCallawayDriver) are automatically entered into a competition top win a red, white and blue Odyssey® Versa® #7 Putter.
Callaway and Uber are also distributing 2,000 co-branded, new user gift cards in the Philadelphia area with a promotional code valued at$20 off a first Uber ride. And anyone who is new to Uber can sign up and receive a first free ride up to $20 using the promotional code “CALLAWAYUBER”.
There are echoes here of two other 2013 sports sponsorship initiatives: BMW’s ‘Sweet Chariots’ work for England Rugby and Jacob’s Creek’s Courtesy Ride at the Australian Open.
This Callaway partnership with Uber follows a professional networking campaign for golfers on LinkedIn called ‘Hit the Links’.
Indeed, a few months ago Callaway launched its RAZR Fit Xtreme®Driver with a Twitter-based product unveiling that used real-time social conversation to unlock content, marking a first for the golf industry.
The company’s ‘Holiday Hit the Pin’ sweepstakes on Pinterest encouraged golfers to create a board with their dream bag of Callaway® clubs.
#MyCallawayDriver – Twitter
Hit The Links – LinkedIn
Hit The Pin – Pinterest
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