The Golf Channel To Debut "Making of Tiger Trap" Tonight
Half-Hour Show Delves Deep Into Buick Rainier Promotion
DETROIT - It was a television commercial, print advertisement, on-line promotion, Internet film and the focus of a ton of media attention.
And now Buick's Tiger Trap is a half hour television show.
The Golf Channel will debut a half-hour program tonight at 9 p.m. EDT titled "Making of Tiger Trap." The show features never-before-seen behind-the-scenes footage and interviews with Tiger Woods, director Steve Chase and a variety of others who helped pull off Buick's biggest effort ever with Tiger Woods.
More than two million people viewed the Internet film and more than 250,000 registered on-line for a chance to play "closest to the pin" for one more Rainier. That shootout takes place Sunday, Oct. 12 -- in front of Tiger -- at the Buick Scramble National Finals in Orlando. The event will be broadcast live on The Golf Channel at 3:30 p.m. EDT.
"Tiger Trap has exceeded all of our expectations, and we are thrilled to work with The Golf Channel to show everyone what went in to pulling off the biggest surprise of some golfers' lives," said Buick Advertising Manager Jill Cooley.
The Golf Channel will repeat the show throughout the fall. Check TheGolfChannel.com for a complete schedule.
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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