Thursday, September 9, 2010 as of 4:34:12 pm ET
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If you watched CBS' Super Bowl pre-game coverage, then hard to miss was Callaway Golf’s splash of big time advertising.
The main ad featured Callaway’s Diablo Edge drivers and irons and Phil Mickelson predicting the outcome of the game by driving two golf balls — one labeled NO (New Orleans) and the other Indy (Indianapolis). The ball that went the furthest would win.
Forget that we didn’t actually see the balls in flight or landing on the television spot, Mickelson drove the Saints ball the furthest. Hmm … well, 50-50 odds gave him a good shot to pick the right team.
The ads appeared during a half hour pre-game coverage — 90 seconds of commercials and product display in the way of signage behind the announcers. This was the first time a stand-alone golf company sponsored a Super Bowl pre-game segment.
Pre-game commercials reportedly cost less than the $2.5 million charged for a 30-second Super Bowl spot. Exactly how much is undisclosed, but we can all presume that it had to be a bundle.
Even if a fraction of the 10s of millions of Super Bowl viewers watched the lengthy pre-game lead in, was this good exposure for golf or, better yet, Callaway?
Set aside thoughts of whether the money could have been better spent in this economic climate, Callaway certainly made an impression.
The main ad featured Callaway’s Diablo Edge drivers and irons and Phil Mickelson predicting the outcome of the game by driving two golf balls — one labeled NO (New Orleans) and the other Indy (Indianapolis). The ball that went the furthest would win.
Forget that we didn’t actually see the balls in flight or landing on the television spot, Mickelson drove the Saints ball the furthest. Hmm … well, 50-50 odds gave him a good shot to pick the right team.
The ads appeared during a half hour pre-game coverage — 90 seconds of commercials and product display in the way of signage behind the announcers. This was the first time a stand-alone golf company sponsored a Super Bowl pre-game segment.
Pre-game commercials reportedly cost less than the $2.5 million charged for a 30-second Super Bowl spot. Exactly how much is undisclosed, but we can all presume that it had to be a bundle.
Even if a fraction of the 10s of millions of Super Bowl viewers watched the lengthy pre-game lead in, was this good exposure for golf or, better yet, Callaway?
Set aside thoughts of whether the money could have been better spent in this economic climate, Callaway certainly made an impression.
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