Magazine article ADWEEK

There's Surf, but No Turf, in Chowder's 'Challenge': NFL Stars Tackle Caymans in New Stab at Branded Content

Magazine article ADWEEK

There's Surf, but No Turf, in Chowder's 'Challenge': NFL Stars Tackle Caymans in New Stab at Branded Content

Article excerpt

NEW YORK In an effort to tout the country as more than just beachfront property, Chowder has linked the Cayman Islands with the NFL to produce the shop's first branded-content effort, a TV show featuring players competing in water sports and other games that airs this week.

The NFL Cayman Challenge, brokered and co-produced by the independent New York boutique, stemmed from conversations between shop executives and a former colleague, Pete Murray, now the NFL's vp of partnership marketing and corporate sales. The show, which debuts Wednesday on the NFL Network, promotes the Caymans as a destination that offers more than idyllic beaches, showcasing NFL players in competition without helmets and pads, said Jim Ritterhoff, a principal and co-creative director at Chowder.

Each team has four players and competes for $20,000 in charity prize money. For participating, each contestant also received $5,000 for his chosen charity. Players featured in the one-hour show include Minnesota Vikings quarterback Daunte Culpepper, Green Bay Packers tight end Bubba Franks, Dallas Cowboys safety Roy Williams and Miami Dolphins quarterback A.J. Feeley.

Ritterhoff and co-cd Tony Kobylinski, former creatives at WPP Group's Young & Rubicam and, before that, the now-defunct Bates, knew Murray from his days as an account handler at those shops from 1989-95. The executives brainstormed on the concept last fall, then proceeded with Caymans tourism officials' approval.

Neither Chowder nor the NFL would discuss financial details of the deal other than to say it is part barter, part cash. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.