The idea came to life using Google Street View and Google mapping API version 3, which transformed the player’s neighbourhood into their own private golf course. To qualify to win, every player had to hit a hole-in-one from their home, all the way to the Shaughnessy Golf and Country Club in Vancouver – site of the 2011 RBC Canadian Open.

Every year, BMW Financial Services (BMW FS) sponsors the RBC Canadian Open and hosts a skybox on the 17th green. A few highly coveted seats are set aside as prizes for a select group of BMW FS customers. We wanted to get customers excited about winning tickets, so instead of a typical invite, we developed a unique challenge that allowed players to make a shot that would put Happy Gilmore to shame - and from their front yards no less.

Generally, eblasts have a click through rate of 2 - 3%. The Ultimate Drive Game drove a remarkable 12.4% to click through with 100% interaction, and an average time of 2:30.

By turning a typical contest eblast into a personalised golf game, we gave each player a unique experience that reflected both the exclusive and innovative sides of the BMW brand.