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Charles Schwab Marks Golf Sponsorship with Integrated Campaign Out of Episode Four

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Work for the Charles Schwab Challenge breathes new mythology into legendary Colonial tournament
Charles Schwab Marks Golf Sponsorship with Integrated Campaign Out of Episode Four
Episode Four, a NYC-based agency focused on making hits for brands, last week launched a massive integrated campaign designed to bring new energy and creativity to Charles Schwab’s golf sponsorship efforts coinciding with their debut as title sponsor on The PGA TOUR. The  work for the 'Charles Schwab Challenge' remixed the rich history of The Colonial tournament with the Charles Schwab challenger brand attributes to captivate audiences, driving up attendance at the event as well as CBS’ Sunday ratings by 8% from last year.

Episode Four’s chief creative officer Teddy Lynn notes: “It was a lot of fun to bring Charles Schwab's challenger spirit to the world of professional golf and in doing so create a true ‘Sportscenter’ moment."

The surprise 'Sportscenter' moment unfolded as Tournament winner Kevin Na gave caddie Kenny Harms the custom 1973 Dodge Challenger he received for winning. The one-of-a-kind resto-mod vehicle was designed and hand-built by Episode Four collaborator and legendary hot rod builder, Pure Visions’ Steve Strope. It was a noteworthy addition to the Leonard Trophy and Scottish Royal Tartan Plaid jacket traditionally given to winners. Na’s unexpected act of generosity was the lead story on ESPN SportCenter; CBS This Morning, USA Today and countless local media outlets. Tweets alone have an estimated reach of 87 million.

Lynn adds: “When all was said and done, the series of golf firsts that Schwab created last week included: the first Throwback Thursday on tour, the first moment of silence on tour, the first ever slate of 18 TV spots each featuring a different hole, and of course the first hand-built muscle car as a prize. If that's not challenging the status quo, I don't know what is.” 

The tournament kicked off with the PGA TOUR’s first ever 'Throwback Thursday' where fans experienced the party atmosphere associated with the Colonial by dressing up in their best 1970s gear –a nod to the decade that Charles Schwab was founded – and were rewarded with throw-back concession pricing. The Five, an interactive fan experience, married Ben Hogan’s Five Fundamentals of golf with Schwab’s five fundamentals of investing.

A strategic media plan consisted of more than 25 TV spots and over 6 million digital impressions, including a documentary on the Dodge Challenger’s restoration, a :60 spot promoting the prize, brand videos within live streaming digital coverage of the tournament and social support. 



In addition, SchwabGolf.com features 'The Challengers', a five-part film series which celebrates influential individuals such as Greg Norman and Mike Keiser who have challenged the status quo in golf. 'The Caddies', a series of 18 :30 spots, features tour caddies breaking down every hole at Colonial as they make their course walk-throughs, such as Caddie Spot #18.


Credits



Client Credits

Client - Charles Schwab
Chief of Marketing - Andy Gill
SVP Brand - Mason Reed
Managing Director Sponsorships - Derek Benbow
Director Strategic Partnerships - Brooks Allen
VP of Media and Sponsorships - Leila Chism
Senior Manager Corporate Sponsorships - Devin Selby
Senior Manager Corporate Sponsorships - Caitlin Champ
Senior Media Manager - Jason Case


Agency Credits

Agency - Episode Four
Managing Partner - Mark Himmelsbach
Chief Creative Officer - Teddy Lynn
Creative Director - Andrew Miller
Associate Creative Director - Kim Robinson
Executive Producer - Nicole Severi
Production Coordinator - Aaron St. Jean
Co-Head of Strategy - Sarah Greenfield  
Co-Head of Strategy - Leslie Walsh 
Creative Intern - Jamie Fong 
Creative Intern -  Emily Galvelis
 

Media Agency Credits

Media Agency - UMWW
Manager - AJ Casella
Media Supervisor - Charlotte Kagan
Associate Media Planner - Eden Kovler


Prize Films

Production
Production Company - Black Powder Works
Director - Andrew Miller
Production Company Producer - Casey Unterman

 
Editing/Post Production/Special Effects
Editorial Company - Friendshop
Editorial Company Producer - Adam Roe
Editor - Alex Pirrone
Post Production Company - RCO
Post Production Company Producer - Sheina Dao
Colorist - Seth Ricart
Music / Audio - Walker Music
Music Producer - Abbey Hendrix


Prize Car

Production
Design / Fabrication - Pure Vision 
Interior / Upholstery - Gabe's Custom Interiors
Refinishing - Mick's Paint


The Challengers Films and The Caddies

Production
Content Production Companies - Episode Four / Republic Content
Director - Teddy Lynn
Episode Four Executive Producer - Nicole Severi
Republic Content Executive Producer – Steve McDonald

Editing/Post Production/Special Effects
Editorial Company - Episode Four
Editorial Company Producer - Nicole Severi
Editor - Drew Palazzo
Post Production Company - RCO
Post Production Company Producer - Sheina Dao
Colorist - Seth Ricart
Music - The Elements Music 
Music Producer - Ian Dalsemer
Audio - Noise Floor Post
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Genres: Storytelling

Categories: Banking, Finance

Marketing Matters, Tue, 04 Jun 2019 11:09:51 GMT