How Charles Schwab Used Data to Discover Golf Fans Love Muscle Cars – Adweek

June 7, 2021
When Charles Schwab became the title sponsor of the golf tournament formerly and colloquially known as The Colonial in 2019, the brand wanted to activate differently around the tournament to engage more than just golf fans. As a marquee stop along the PGA Tour calendar, the Colonial Country Club has been a fan favorite among locals within the Dallas-Ft. Worth area, and Charles Schwab sought to give the tournament winner a marquee trophy, in addition to the traditional prize of a plaid jacket.
Max Simpson is a freelance writer for Adweek reporting on brand campaigns, experiential activations and sports marketing strategies.
Hanna Haley Cavinder Boost Mobile
Sports Marketing

The NCAA’s NIL Policy Updates Create New Opportunities for Local Brands

By Max Simpson

Shohei Ohtani looks out onto a baseball field.
Sports Marketing

Ahead of the All-Star Game, MLB Goes on a Shohei Ohtani Marketing Blitz

By Max Simpson


Sports Marketing

DraftKings to Go Public After Merger

By Ryan Barwick


Voice

MLB Scores a Home Run in Standing Up for What’s Right

By Jen Kling




How to Use Video at Every Stage of the Customer Journey





Maximize the Value of First-Party Data for Today and Tomorrow





Why Marketers Need Collaborative Work Management





The Keys to Building Your Customer Identity Framework





Are Deals and Savings the Best Way to Reach Uncertain Consumers?

By Matthew Tilley, Senior Director of Content Marketing, Vericast




Busting 5 Common Myths About AI in Content Creation

By Connatix




Dealing With Data Depreciation the Right Way

By PwC x Adobe




Why Nielsen’s Failure Is an Opportunity for the Industry

By Kasha Cacy, Global CEO, ENGINE

Adweek is the leading source of news and insight serving the brand marketing ecosystem.

source