Jolt and entice - Internet executions demanded attention and delivered simple, one-click program payout. Digital showcase was loaded with highlights the target could view at leisure. Caught target "off the course" with awareness messages on their PDA, in elevators and newspaper. Exclusive Access to Tiger - Live promotion reveal by ESPN Sportscenter personalities. TV teaser ad created interest and directed to Buick.com. Original TV programming delivered real, behind the scenes footage of Tiger.

Through-the-roof results for Buick Rainier! 71% increased awareness, 128% increased favourability, and 43% increased purchase intent. Record Breaking site traffic - Over 1 million views of Tiger Trap film and nearly 400,000 daily unique visitors to Buick.com in early stages of promotion, up from average traffic of 10,000.