Ideation around how to best utilize Tiger Woods to help build Buick awareness lead to the creation of an integrated campaign utilizing drive-to-web TV, print and online advertising to "pull" golf fans into a timely, intimate web experience with Tiger. Tiger videos on the site provided his insights into the various tournaments, while creating a real-time feel to the experience. As the season progressed, and Tiger continued to win, engagement with the site increased as well.

In addition to the weekly on-air buzz about someone winning Tiger's car (which increased as he continued to win tournaments), there were over 1.5 million site visits and 1.7 million sweepstakes entries through the course of the season. Ultimately for Buick, the Tiger Wins You Could Win Sweepstakes provided an 11-fold increase in email contacts.