AUSTIN, TX--(Marketwire - Nov 12, 2012) - 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® and Odyssey® brands worldwide. For more information please visit [ www.callawaygolf.com ] or [ shop.callawaygolf.com ].

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 [ www.massrelevance.com ], on Facebook and at Twitter.