DIARY: It’s like MTV’s Road Rules, but brainier and for techies

Let Nike and Reebok fight over which basketball players wear whose shoes. ThoughtWorks, a Chicago-based infotech company and Ruder Finn client, has hit upon a way of recruiting a different type of talent from the college ranks.

Let Nike and Reebok fight over which basketball players wear whose shoes. ThoughtWorks, a Chicago-based infotech company and Ruder Finn client, has hit upon a way of recruiting a different type of talent from the college ranks.

Let Nike and Reebok fight over which basketball players wear whose

shoes. ThoughtWorks, a Chicago-based infotech company and Ruder Finn

client, has hit upon a way of recruiting a different type of talent from

the college ranks.



ThoughtWorks is sponsoring the University of Chicago chess team, and

recently transported its members to a tournament in Green Bay, WI. Not

via bus or airplane, however: the UC chess pros made the trek in a

customized mobile home dubbed the ThoughtMobile.



’We had been looking for a real grassroots campaign to promote the

company to potential employees,’ said John Howlett, an RF account

supervisor working with ThoughtWorks. The chess-team sponsorship

arrangement was seen as the ideal PR vehicle to appeal to the type of

tech-head the company hopes to hire.



The ThoughtMobile itself has been a big part of the public relations

push. Computer code can be written in the vehicle, which makes for an

unusual way of jointly demonstrating the company’s capabilities and

willingness to accommodate clients. Since its debut, it has become a

fixture at industry events.



Howlett hopes to see his client sponsor other academic teams as

well.



Hey, nobody said PR couldn’t be cerebral.



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