BMW invited PGA players to a racing event with a motor-oil scented cologne, designed to get the attention of athletes who are inundated with invitations to parties and events while on the tour.
Baldwin& created the cologne, which was called '15W - 50', and was designed evokes the essence of the race track. The cologne was then placed in the player's lockers, inviting them to a ride and drive racing event at the 'Autobahn Country Club' during the BMW Championship in Cog Hill, allowing them to get behind the wheel of BMW 'M' cars.
A week later, when the players checked into their hotel rooms, they were greeted by skidmarks coming out from beneath their sinks with another message inviting them to sign up for the event.
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