In-game brand placement kicks into a higher gear with Play's rich Buick execution in this year's Tiger Woods pga Tour installment from Electronic Arts. The Buick Clubhouse becomes a game within the game, where users unlock new accessories and even challenge Tiger to a series of contests. Play engaged all the new tools available with connected consoles: Users can upload videos of their own game play and enter a realtime contest in sync with the real-world Buick Invitational Tournament. The Buick Clubhouse campaign demonstrates how brands should engage game players by extending, not interrupting, their core experience. In the process, Buick also made its point with a younger demo, one it hadn't reached out to before.