Callaway Golf has partnered with creative design company Groove Jones to showcase its new line of Mavrik golf clubs in augmented reality. The experience was launched in more than 1,200 physical store locations where Callaway clubs are sold.
In-store promotional signage placed near Mavrik golf products contained QR codes that customers can scan via their smartphone camera, or they can visit AR.CallawayGolf.com to activate the mobile web AR experience (no app required). The web page presents a 360-degree view of Mavrik drivers and irons.
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Customers can tap the clubs on their phone screen to learn about the club’s design features, watch Mavrik golf club video promotions, and participate in a questionnaire to be told which type of Callaway club is right for them. Customers have the ability to rotate, flip, and take photos of the Mavrik clubs inside the augmented reality experience.
Dallas-based Groove Jones has previously created a virtual reality fighting game for UFC and made a mural of former Dallas Mavericks guard Dennis Smith Jr. come to life for a dunk through augmented reality. Callaway’s Mavrik golf clubs were engineered using an AI-powered supercomputer.
“What the A.I. and this investment in super-computing allows us to do is so many more iterations of the club and the face versus where we were before. Previously, we would do maybe five to seven iterations of a face and whatever was the best one, we went with it. Now, with the supercomputer, we can do 15, 20, 30 thousand iterations of the face in less time,” Dave Deville, Callaway Golf’s senior director of brand and product management, told CBS Sports last week.
