Buick Launches Lucerne with Tiger Woods Sweeps
To help launch its new vehicle, the Buick Lucerne, Buick has kicked off the 2006 PGA Tour season with a sweeps tied to Tiger Woods.
The stakes are high as one fan will win a Lucerne each time Tiger Wood finishes first at 2006 PGA tour events, which began this week and run through August. The promotion kicked off yesterday with the Buick Invitational held in La Jolla, CA, which ends Jan. 29.
The Tiger Wins, You Could Win promotion runs through the PGA season and consumers can register at Buick.com. Consumers who register each week Woods plays get a chance to win the actual Lucerne Woods drives to and from that tournament.
“[The promotion] is a new, innovative approach and something we’ve never done before,” said Larry Peck, Buick’s golf marketing manager. “We wanted to build awareness for the Buick Lucerne as a full-size luxury vehicle so that consumers would consider the Buick brand as a renaissance brand.”
Should Woods win a tournament, Buick will select one name at random at the end of each event and notify the winner shortly thereafter. And for the tournaments Woods does not win, Buick will send one person and a guest registered from that tournament to Los Angeles to meet Woods and participate in a golf clinic. The event will finish with a closest-to-the-pin-contest for a final Lucerne giveaway.
Buick plans to also attract fans to its Web site by posting Woods’ comments and reflections on the events and the competition.
TV, print and on-line advertising support.
