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Georgia's Bill Stapleton Wins Buick Rainier In "Tiger Trap" Shootout

In Front Of Tiger From 140 Yards, His Second 9-Iron Lands Within 45-Feet

DETROIT - All summer Buick asked, "How would you do if Tiger Woods gave you one shot to win a new SUV?"

If you are anything like Georgia's Bill Stapleton, you would do just fine.

Stapleton, 30, put a 9-Iron from 140 yards away to 44'3" left of the pin to win a 2004 Buick Rainier in the finale of Buick's Tiger Trap. He was one of four people picked at random from more than 250,000 who registered for a chance to play in a 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 -- took place Sunday, Oct. 12, at the Grand Lakes Resort during the Buick Scramble National Championships and was broadcast live on The Golf Channel.

Each of the four contestants missed the green on the first go-through. Tiger surprised all of them by insisting they tee it up for one more chance.

"No pressure," Tiger mocked Stapleton, a telecommunications project manager at Cingular Wireless from Locust Grove, GA.

After his first shot landed pin-high in a sand bunker, his second stuck on the green earning Stapleton and his wife Jill the Rainier."I still can't believe what just happened," said Stapleton after receiving the keys from Tiger and facing a throng of media. "This has been a great weekend for us, but everything I'm sure won't sink in for a few days."

The Stapletons can pick the color Rainier they want. Since Mrs. Stapleton, a social worker at The Methodist Home for Children and Youth, earned her graduate degree from Florida State, the couple is considering a red Rainier similar to the Seminoles' team colors.

Each finalist received a five-day/four-night trip for two to Orlando, passes to Universal Theme parks and access to a driving range and golf course.

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

After watching the film, visitors to 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 (

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


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