His vision was to connect with passionate golfers using an experimental and authentic approach to content creation and marketing. Necessary in this process was a drastic revision of our entire communications strategy. In our new approach, we sought out like-minded partners with a mastery of authentic, fast, nimble media. Last year, we were thrilled to sit down with one such partner, VICE Sports.
[mk_image src=”http://cmp.callawaygolf.com/wp-content/uploads/2016/02/G1092922-2-copy.jpg” title=”A VICE Sports filmer capturing the sights and sounds of a Florida swamp while on location for our Lydia Ko Off Day shoot.” image_size=”full” lightbox=”true”]
If you’re unfamiliar, VICE Sports is the rapidly growing sports channel for the VICE Media empire that is unequivocally altering modern journalism and publishing. Philosophically, VICE Sports is dedicated to the game beyond the stats and analysis, where it believes the unbridled passion of the true fan is often found. VICE Sports’ content lens focuses on the characters inside and outside of the game that tell a complete story of devotion to practice, performance, and excellence. They reveal the untold story.
So where does Callaway fit in? Well, we have A LOT of untold stories to tell.
In golf, there is no hometown, no mascot, no fight song, and no team colors. The emphasis is on the individual. Yet at Callaway, we believe there is a spirit and a character tying our individual athletes together as One Callaway. Working with VICE Sports over the last few months, from a muni course pub in Tacoma to a swamp in Orlando, we dove into the unscripted stories of four of our One Callaway athletes. We hope we’ve presented their stories in a way that will allow you, the fans, to connect with them the way you would your most beloved home team.
[mk_image src=”http://cmp.callawaygolf.com/wp-content/uploads/2016/02/Andres-VICE-Home-7-copy-1.jpg” title=”Andres just kickin’ back at his home in Seattle while filming his Off Day episode.” image_size=”full” lightbox=”true”]
In this four part OFF DAY series — which begins with Andres Gonzales — we go beyond the stats and headlines. We hope you enjoy the content series as well as the behind-the-scenes moments were were able to capture. As always, we encourage you to let us know what you think either in the comments below, on YouTube or tweet us like KP did…
— KP (@warriorstickguy) February 18, 2016