Callaway Golf Launches In-Store AR Promotion for new MAVRIK Clubs Designed with an A.I. Supercomputer
AR (Augmented Reality) for Clubs Designed with an A.I. Supercomputer
Callaway Golf used A.I. (Artificial Intelligence) and Machine Learning to create the new MAVRIK line of drivers, fairway woods, hybrids and irons. This tech influenced approach to a club head design and prototyping inspired the marketing team to tap into the power of AR (Augmented Reality) to demonstrate the new features and designs of the MAVRIK line.
Four months before the MAVRIK product launch, the Callaway team reached out to Groove Jones to work with them to integrate an in-store AR campaign.
We wanted to show the features of the new MAVRIK Driver and Irons in a compelling way. AR allowed us to highlight all the technology inside the new MAVRIK line of products in an exciting new way.”
– Pete Avery
Director of Retail Marketing
Visualizing Product Features through the Power of AR
The new MAVRIK line needed to visualize the A.I. and Machine Learning results in an easy and intuitive way to the customer. The AR experience showcases the two main MAVRIK lines – Drivers and Irons.
MAVRIK Driver AR
- New A.I.designed Flash Face for Robust Speed and Optimum Spin
- High-strength, high-speed FS25 Titanium Maximizes Boundary-pushing Design
- Unconventional Forgiveness from New A.I.-designed Face Design
- New High-speed Cyclone Shape
- Unparalleled Sound & Feel from Acoustic A.I.
MAVRIK Iron AR
- Industry-leading Ball Speeds from Flash Face Cup Technology
- Optimal Launch from Tungsten Energy Core
- Pure Feel from Urethane Microspheres
- Premium Components
TAKE THE MAVRIK CHALLENGE – In-Store Product Launch and Customer Activations
AR was integrated to support the product launch in over 1,200 stores where golfers shop – in-store signage and promotions were part of the product release. We utilized QR-Codes and messaging at various touchpoints in the store.
Signage at the front of the store entrance showcased the MAVRIK product along with the Trade-In Bonus promotion and a QR-Code marker on all of the promotional materials. Signage was also placed in and around the fitting bays and the retail product shelves.
In larger stores with fitting bays, the promotion drove customers to demo the MAVRIK Standard, MAVRIK MAX, and MAVRIK Sub-Zero driver against any driver in the store. Customers who took part in a fitting received a custom made MAVRIK ball-marker which also included a QR-Code to activate the AR experience.
AR Promotion – No App Needed
The Groove Jones team leveraged the latest in WebAR technology to create the experience. Customers were instructed to scan a QR-Code or use AR.CallawayGolf.com to activate the AR experience. Custom designed QR-Codes were created with the look and feel of the MAVRIK messaging and tone. By scanning the QR-Code with your camera, it easily takes the customer to the experience. With no App to download.
After activating the web page, the customer can then place an oversized 3d view of the MAVRIK Driver. An animation displays the driver with 4 interactive hot spots that can be activated by tapping on them. When tapped, an animation helps visualize the interior of the driver head and gives the customer a view of the A.I. designed features. The customer has controls to rotate, flip and take photos of the driver head.
For customers interested in the MAVRIK Irons, there is a button to activate an AR experience created specifically for them. It includes similar AR features as the driver experience.
In addition to the AR visualization portion of the experience, we included a Product Selector link to help the customer find the right club for them.
We also integrated product videos for customers who are interested in learning more. All of which can be accessed through the AR experience.
About the Campaign
The campaign was launched in 1,200 stores nationwide and can be found in retailers like Dick’s Sporting Goods, PGA Tour Superstore, Worldwide Golf as well as regional golf stores and golf courses around the Country.
The Groove Jones team were fantastic partners. We were able to execute the program in just a few months. With every new product, there will always be last-minute changes. The Groove Jones team was fast and helped us hit our goals. I highly recommend them!”
– Pete Avery
Director of Retail Marketing
About the Callaway MAVRIK Drivers
The Epic Flash driver set new boundaries by being the first driver developed with the aid of Artificial Intelligence and Machine Learning, helping make it the world’s #1 selling driver in 2019. To push performance even farther, Callaway adopted a maverick’s rebellious, disruptive attitude, resulting in a new line of metalwoods and irons, MAVRIK, which delivers the finest combination of distance, forgiveness, consistency and feel of any drivers they’ve ever created.
With MAVRIK, they invested in a new and more powerful supercomputer, which used A.I. and Machine Learning to create a new Flash face architecture with an expansive area that delivers ultra-fast ball speed while minimizing spin. It worked for weeks, non-stop, creating thousands of virtual prototypes, until it arrived with a different new face created specifically to work with the head of each MAVRIK driver – Standard, Sub Zero and MAX.
For more information visit – https://www.callawaygolf.com/golf-clubs/drivers/drivers-2020-mavrik.html
About the Callaway MAVRIK Irons
Callaway has been the #1 Irons Brand in Golf for over five years and counting, because they relentlessly develop ball speed technologies that help golfers hit their irons farther than ever before. They live by a maverick spirit, pushing the boundaries of what’s possible and never settling until we’ve established completely new standards for distance and performance.
Last year they introduced A.I. for the first time with Flash Face Technology in our Epic Flash Driver. Now they have substantially increased their investment in super computing, Artificial Intelligence, and Machine Learning. All of these meaningful advancements and application have allowed them to use A.I. for the first time ever in an iron.
The MAVRIK Irons feature a new Flash Face Cup with A.I. to create a sophisticated face architecture for every loft, an engineering feat that’s never been seen in the golf industry. By Implementing a different Flash Face architecture for each iron, they’ve elevated COR for a significant boost in ball speed and increased spin robustness off of every club in the set. Ball speed is further enhanced by their industry-leading 360 Face Cup that flexes and releases at impact on center hits and off-center hits. Together, they provide a breakthrough in club face construction for long, consistent distance on every swing.
For more information visit – https://www.callawaygolf.com/golf-clubs/iron-sets/irons-2020-mavrik.html