Mass Relevance Tees Off With Callaway

Austin-based Mass Relevance, the social content curation firm headed by Sam Decker, said Monday that it has teamed up with Callaway Golf to power a new product introduction campaign. Mass Relevance did not say how much the deal was worth to the company. Callaway is using Mass Relevance for its TWEET TO UNLEASH campaign, which gives golfers a chance to win a new, high performance driver as part of a social outreach campaign. Mass Relevance's platform is being used to surface tweets coming through the campaign.