While the ad blitz for the 2004 model won't break until late September, Mr. Tallerico said aided awareness for the Rainier got a 70% lift since unscripted, five-minute films launched on buick.com. The films, featuring pitchman Tiger Woods, went live in mid-June. Buick generated traffic to the site with a 30-second TV spot that broke June 18 on national broadcast and cable networks. A second spot hit in late July. Interpublic Group of Cos.' McCann-Erickson, Troy, Mich., handles offline creative; Indie33, Detroit, is responsible for online.
Visitors to the site can also enter a sweepstakes to play with Mr. Woods at the Buick Scramble in October and the chance to win another Rainier.
After a little more than a month, the results are encouraging: 2 million unique visitors to buick.com and a 122% rise in consumers' perception of Buick after their visit.