Callaway has unveiled its new Razr FX Driver in a slick and innovative marketing campaign.

Called “Tweet to Unleash,” a concealed image of the “unnamed” driver has appeared on callawaygolf.com/tweettounleash since last Monday and ever since it has been dynamically unveiled based on the amount of Twitter conversation surrounding the hashtag #LongestDriverInGolf. (check out the Twitter posts!!)

Along with gradually revealing the driver image, each tweet has also helped unlock a series of 8 videos starring our own Doc Hoc, Head of Callaway R&D.

Callaway reveals the new Razr Fit Extreme driver.

In these videos Alan outlines the various technologies found in the driver.

Fans who tweet with the hashtag will be automatically entered to win one of 10 drivers we’re giving away well before they’re available at retail.

However the campaign has been an unprecedented success, with the level of Twitter activity surpassing our wildest expectations – in fact, the number of tweets has been more than double the initial estimates, and the hashtag #LongestDriverInGolf was the #1 trending topic on Twitter in the United States during yesterday’s (Tuesday) peak.

As a result Callaway brought forward the ‘unveiling’ of the driver.

The new Callaway driver is a combination of forget composite and OptiFit Technology making Callaway’s first driver featuring adjustability the performance leader.

The OptiFit Tour hosel offers nine unique face angles to choose from and the six OptiFit Tour Weights allow for more finely turned ball flight and trajectory.

Golfers can dial in their ideal settings with Tour Authentic Technology and hit drives with distance and accuracy like never before.