Buick Announces 4 Finalists For "Tiger Trap" Shootout
In Front Of Tiger, Closest To The Pin Wins New Buick Rainier Oct. 9 In Orlando
DETROIT - How would you do if Tiger Woods gave you one shot to win a new SUV?
It's a golfer's dream. It actually happened. And it's happening again.
This summer, more than 250,000 people registered for a chance to play in closest-to-the-pin competition in front of Tiger with a new Buick Rainier going to the winner. The competition -- the wrap up of Buick's hugely successful television and web promotion to launch the new Buick Rainier -- takes place Sunday, Oct. 12, at the Grand Lakes Resort during the Buick Scramble National Championships. The Scramble is the world's largest amateur golf tournament.
The contestants, whose shots will air live on The Golf Channel, are:
- Tom Baker of Alpharetta, GA - (age 39) a recruiting director at Affiliated Computer Services. Baker's strategy: "Just get it on the green."
- Ben Moore of Madison, AL - (36) an accountant at Keystone Foods. Moore expects to "use a little less club because I'm sure I'll be amped up."
- Susan Kay Smith of Bridgewater, NJ - (24) a copy editor at the Bridgewater Courier News. Susan, a lefty, is not a golfer, but has been "going to the driving range every day" and is looking at this as "a trip to meet Tiger and a trip into the world of golf."
- Bill Stapleton of Locust Grove, GA - (30) a project manager at Cingular Wireless. To prepare, Stapleton is planning to "practice, play and not think about it too much."
Each finalist receives a five-day/four-night trip for two to Orlando, passes to Universal Theme parks and access to a driving range and golf course. On Sunday, they'll play for a $39,000 Rainier.
"The original Tiger Trap was a fun day," said Tiger. "It was a thrill for me to watch the shots since I knew the cameras were rolling and the Rainiers were waiting. The finale will be a different kind of fun with the crowds and cameras visible. Our finalists will get a once-in-a-lifetime feel for what it's like for the pros to play."
Each of the finalists count Tiger as one of their favorites on the PGA Tour. And all entered the contest after watching the Tiger Trap films on-line.
"This shoot-out will be the perfect way to wrap up Tiger Trap and Rainier's introduction," said Buick Advertising Director Randall Tallerico. "More than two million people viewed the original movies on-line, and we can't wait to see our four finalists swing."
Tiger Trap Background
On May 29, amateurs found out how they would perform under the gaze of the world's greatest golfer in Central Florida as part of Buick's "Tiger Trap," the division's biggest marketing effort with Tiger Woods so far. All the action was captured on 13 hidden cameras and was edited into a 30-second television commercial. The commercial teases a five-minute film running exclusively on www.buick.com.
After watching the film, visitors to buick.com could register for a chance to compete for a 2004 Buick Rainier.
The original Tiger Trap took place on an overcast day at The Legacy Club golf course just north of Orlando (www.legacyclubgolf.com).
When foursomes came to the 150-yard par 3 12th hole, a mysterious wedge was waiting on the tee box. The golfers inspected the club and found the word "Tiger" etched on the bottom. With that, Tiger himself drove a cart from behind the trees up the cart path to meet the astonished golfers. After introductions, Tiger invited them to participate in a friendly contest: take one shot, and the closest to the pin (on the green, of course) wins a 2004 Buick Rainier.
Most of the golfers didn't believe that they were really playing for a Buick, but they were still understandably anxious. It wasn't until they were on the green together and Tiger pointed out the hidden cameras, camouflaged cameramen, and a tucked-away Rainer that the golfers realized the wager was real.
This integrated event was created and managed by Buick's core marketing partners:
- Concept, advertising and films: McCann-Erickson Detroit
- Promotional: Momentum Detroit
- Interactive: i33
- Media buying: GM Planworks.
Acclaimed director and skilled amateur golfer Steve Chase staged the "trap" and directed the shoot.
More about Rainier
The 2004 Buick Rainier offers a level of performance, ride comfort and style that sets it apart from other mid-size sport utility vehicles. Rainier, a five-passenger, full-frame vehicle based on GM's award-winning mid-size utility architecture, is the first truck-based SUV in the Buick line-up.
Rainier has an optional 290-horsepower all-aluminum 5.3 liter V-8, and comes standard with a 275-horsepower 4.2 liter I-6. All Rainiers feature QuietTuning, Buick's exclusive use of sound absorption practices to ensure a quiet ride. More information on the Rainier is available at www.buick.com.
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