News

Equipment retailer Callaway Golf is teeing up an online campaign to bolster its database of European customers and encourage players to recommend a friend.

The drive, created by Stephens Francis Whitson, will involve a viral-style email to prospects to encourage them to compete against each other online. The email, featuring a golfing game, urges prospects to provide their details for the chance to win free balls.

To complement the push, leaflets were handed out at the British Open Champion- ship last weekend, directing prospects to the Callaway site.

Ben Stephens, managing partner at Stephens Francis Whitson, says: "This work uses direct marketing principles through the digital channel. There's a touch of viral marketing about it, too.

"It goes to show that direct marketing and digital are not mutually exclusive. Good on- or offline direct marketing is still just that - direct marketing."