Work for the Charles Schwab Challenge breathes new mythology into legendary Colonial tournament
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.