RBC Million Dollar Shoot-out

The Challenge / Opportunity:

Commencing in 2008, the Royal Bank of Canada took over as the title sponsor of the Canadian Open. In order to generate meaningful interactions with target consumers leading up to the inaugural RBC Canadian Open, InField was given six weeks to execute a unique, high profile, experiential marketing platform.

What We Did:

InField proposed and received approval to develop a 165 yard shot onto a floating island green in the Toronto Harbour. The island was built on a 6,800 sq. ft. ballast barge, affixed to Fuji steel stanchions and layered with real bent grass green with Baja white bunker sand. In return for a donation to the tournament charity, golf enthusiasts were invited to take three shots for a chance of winning $1,000,000 (hole in one grand prize).

Over the six event days, the top 100 individuals advanced to a Final Qualifying Round. Hosted by Bob Weeks of Score Magazine/TV and supported by four PGA golf celebrities, Anthony Kim, Camillo Villegas, Mark Calcavecchia and Chris DiMarco, each finalist was given a second opportunity to win $1,000,000 or for being closest to the pin in the evening, a new BMW.

To create additional awareness for the program, InField proposed and executed separate media, corporate & team challenges.

Program Results:

InField was able to secure the US Golf Channel to broadcast excerpts of the Finals into the lucrative US market. The Golf Channel called the promotional floating island green, ‘a first at a PGA tournament’.

RBC was so pleased with year one that they have contracted InField for ‘09 to develop a program that will generate deeper roots into the Canadian golfing scene.

Dates Executed:

July 16-23, 2008