O D Y S S E Y M O N T HThis year’s plan for Odyssey is to cement our position as the ‘#1Putter In Golf’ due to the significance of both Versa and eyeFIT,while eyeFIT also gives us the opportunity to help retailers andconsumers understand our whole range.Odyssey Month (May) is a key part of this plan and will help usachieve the following:• Driving awareness• Encouraging trial and purchase• Getting everyone involved! – consumers, retailers andstaff• Support from the best putters on Tour
• New Versa TV ad featuring Ernie Els to go live in UK,Germany, France, Sweden and Holland w/c 6th May- Campaign reach: 1.5 Million golfers• Print activity ramped up with single page printadvertisements in all the leading golf publications in ourTop 5 markets.- Campaign Reach: 1.3 million golfers• Digital display campaign up-weighted to Versathroughout May with a number of wallpaper andtakeovers planned in across leading sites in Top 5markets.- Campaign Reach: 750,000 golfersODYSSEY MONTHDriving Awareness – TV, Print & Digital
Odyssey iPad & iPhone/iTouch AppThe new Odyssey EU App has been built to guide consumers through theOdyssey range to find the best putter for their game.It works with eyeFIT to recommend the best options based on theirputting stroke and their own feel and alignment preferences.• Free to download• Available in English, French and German• Available on the App Store from 7th/17th May (best case/worstcase)ODYSSEY MONTHEncouraging Trial and PurchaseiPadWorks with the iPad screen to imitate the eyeFIT mirror. Consumers nolonger confined to a retail environment to experience eyeFIT (pendingApple approval).iPhone / iTouchIdeal for retailers to use with their customers, or for customers to usethemselves with the eyeFIT mirror. Or simply to explore the wholeOdyssey range and understand why so many options exist.
ODYSSEY MONTH• Activation of the ‘#1 Brand’ message in store• eyeFIT POS designed to educate on whole Odyssey range& to help golfers focus on stroke path, feel and alignment.• 1500 eyeFIT Packs: started shipping from 30th Aprilonwards throughout EU. Each pack contains:- 1 x eyeFIT Mirror,- 50 x eyeFIT Take-1 DL Leaflets,- 1 x Odyssey Product Poster.• Selected Odyssey accounts will also receive 1 x eyeFITPodium.Encouraging Trial and Purchase
ODYSSEY MONTHInstagram/Twitter:• Reps to receive promo packs for Odyssey Month thatinclude:- 150 ‘Drain It’ poker chips- Odyssey softs goods as promo/prize packs- ‘How to’ information sheet with ideas on how to bestuse the chips at Retail.- Reps to start receiving packs from 8th May• In support of driving consumers to trial Odyssey putters atretail/fitting days, consumers will be rewarded with a ‘DrainIt’ poker chip & encouraged to tweet/upload pictures ofthemselves with their poker chip.• All tweets will be entered into a prize draw to become anOdyssey Ambassador for a year.Getting involved – The Retail #DrainIt Campaign• Callaway Tour Staff players will also receive the ‘Drain It’ poker chips and where possible tweet intheir pics with their chips.
ODYSSEY MONTHFacebook:• New Odyssey Europe Facebook Page (working with Callawaypage)• Social Media campaign to be run over 4 weeks• 4 individual themes running over the 4 weeks to help golfersDrain More Putts -- Week 1: ‘What is the most important part of your putting’- Week 2: ‘Great Putting Moments’- Week 3: ‘Me & My Putter’- Week 4: ‘The Right Putter For You’• Aiming to deliver key elements in English, French and GermanObjectives:• launch the Odyssey Golf EU Facebook page and drivereach, Likes and engagement• to drive usage of/& download the Odyssey EU App• to drive traffic to retail.Getting involved – Social Media Campaign
ODYSSEY MONTHTwitter:• 3 Twitter campaigns all working together to help driverawareness of the brand, our SM channels and the competition.- Supporting the Facebook “Drain more putts with Odyssey”campaign- Support of #DrainIt campaign : Consumers to tweet in apicture of themselves with the Drain It poker chip to win theOdyssey Staff Ambassador prize.- ‘Odyssey Wins, You Win’: When an Odyssey putter is usedto win on the EPGA Tour, enter to win a prize by re-tweeting,or liking the Odyssey win announcement.Getting involved – Social Media Campaign
ODYSSEY MONTHGetting involved – Britain & Germany’s Best Putter• Britain’s Best Putter launches May 1st.• 240 events over 5 months, culminating in 6 regional finals, with the Grand Finaltaking place in September at The Belfry (Ryder Cup venue).• 40 clubs already signed up!• Partnering with Golf Monthly – circulation of 67,000 with a reach 140,000• NEW FOR 2013 - Germany’s Best Putter also launches in May• 150 events over 5 months, culminating in 3 regional finals, with the final takingplace St Leon-Rot in August (venue for the 2015 Solheim Cup)• Partnering with Golf Time – circulation of 70,000 with a reach of 150,000
ODYSSEY MONTH• Reception area will be more Odyssey focused for the month.• Starting Friday 3rd May: Odyssey Fact Friday and weekly quiz (x5) willbe held via the re-branded Callaway News website, with prizes onoffer, included memorabilia signed by our staff layers.• Friday 3rd May & Tuesday 7th May: Chessington / Membury Office#DrainIt putting competition – sink a 10ft putt and win your ‘DrainIt’ poker chip.• Monday 20th May: Chessington’s Best Putter competition to be heldat Leatherhead Golf Club. Prizes for Individual winner and randomly-selected 4-ball team will be on offer, with food and drinks served.• Monday 20th May: Vice Versa Day – come dressed in your mostcreative Black & White outfit. Best dressed will win a prize (TBC).• And we’re going to find out every Callaway employee’s puttingstroke and putter (more to follow)How WE are getting involved…
• VERSA Tour Bags to be used by Staff Players during themonth of May.• European Staff Players will receive their bags at theMadeira Islands Open & Volvo World Match Play, and usethem the following 2 weeks at the high profile BMW PGAChampionship at Wentworth and the following week atthe Nordea Masters.• US players to use the bags the whole of May, starting thisweek at the Well Fargo Championship at Quail Hollow.• Versa Black & White outfits to be worn by all staffers atevents throughout May with particular focus at BMW PGAChampionship (May 23 – 26)• Staff players to be heavily involved in the Odyssey Month’sSocial Media campaign.ODYSSEY MONTHSupport from our Tour players