Callaway Golf and KERV Interactive were named 2020 Digiday Content Marketing Award finalists in “Best Use of Data” for an interactive video campaign showcasing Callaway’s new JAWS MD5 Wedges.
Callaway unlocked a new interactive dimension into its video strategy in a campaign showcasing the golf brand’s new JAWS MD5 Wedges. Powered by KERV’s patented, data-driven technology, Callaway’s interactive video campaign provided consumers with a fresh video experience that organically heightened levels of engagement and e-commerce.
The video campaign was delivered programmatically via desktop and mobile devices, and provided a website-like experience for users to learn more about the brand, specific club attributes, history on design heritage as well as click-to-shop opportunities.
Utilizing object-level identification, each unique Callaway club in the video creative was wrapped with interactivity and assigned a category, unique text, data and links to provide in-depth understanding and actionable insights around how audiences actually engaged with the brand. With over 15, action-based proprietary metrics, KERV’s interactive intelligence allowed for the creation of engagement-based audiences specific to the campaign and allowed the brand to strategically re-target based on unique interactions per object.
KERV’s next-level data brought a new landscape of audience building and video optimization to Callaway’s creative, and provided versatility to the marketing strategy with the ability to create different, custom variations of the same video to be marketed more effectively.
See the full list of finalists below and stay tuned for the awards this spring.