Work

CALLAWAY GOLF NETFITS

Innovation in the Driver's Seat

With a driver this different, you need an interactive experience to match. Callaway Golf wanted to bring personalized club fittings to online consumers. They also wanted to tell consumers about a new “interchangeable” driver line — a line that would bring the concept of personalized fit to a whole new level.

Personal Fit

To catch competitors already offering online fitting tools, Callaway Golf needed an experience with the power to set the brand apart. We created the Netfits online fitting tool with a fun and sophisticated interface — and we backed it up with high levels of golf geekery to ensure accurate recommendations.

Playing with Style

Elements of the Netfits tool interface were inspired by popular golf and sports games. We presented a variety of visual concepts, all with space and consideration for regionalization. Easy sliders and accurate visual feedback made controls intuitive and fun to use.

Golf Geekery at Work

The Flash-based tool analyzes the user's body type, current equipment and performance goals. We used a cutting-edge, open source Flash 3D engine to render shot speed, direction and trajectory in real time based on user input to increase understanding and engagement. Netfits then generates recommendations on clubs that can correct drives and maximize — all within seconds.

Pushing Innovation

In addition to the Netfits tool, we developed a microsite to introduce consumers to a new I-MIX “interchangeable” driver line. Clear tie-ins between the I-MIX microsite and the Netfits tool lead interested users to learn more about the driver line. From Netfits, users can choose traditional or interchangeable versions of recommended drivers as well as shop for, print and share results.

Positive Strokes

Initial user reactions confirmed that Netfits provides trusted recommendations consistent with live fittings. Traffic spiked at the end of the Masters Golf Tournament with visits exceeding 15,900 in April 2008. The tool has been easily deployed to select global regions.

“Springbox was able to work with various stakeholders, often with different points of view on how to position product, and come up with a very creative solution that really coalesced the brand.”

Chris Burkhart Vice President of Marketing,
Callaway Golf Interactive

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