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

Agency Episode Four helped create the tournament's custom viral prize

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.