TheScore Bet is looking for a hole-in-one in the second year of its partnership with the RBC Canadian Open – literally.

With “Hole Zero,” the sports betting brand is inviting all ticket holders for the tournament over the age of 19 to participate in free “qualifiers” located at the Fareway, the RBC Canadian Open Fanzone and the Driving Range areas. Those who qualify are then assigned a scheduled time to be shuttled to and from the titular hole: a playable, 150-yard par 3 located on the Oakdale Golf and Country Club course, where the pros will be playing during the Open.

It is the first time fans will be able to play on the same course as the professionals during a PGA Tour event, though it will be on an unofficial 19th hole. The activation also incorporates experiential elements meant to enhance the feeling of playing like the pros: fans who play it will be kitted out in branded equipment and treated to a clubhouse, caddy and swing coach. Each day, TheScore Bet will also award a $1,000 prize to the fan who shoots closest to the pin, as well as a $75,000 prize to the first fan who scores a hole-in-one on the course.

“The question was, ‘What can we do to enhance the fans’ experience at the Open?'” explains Aubrey Levy, SVP of marketing and content for TheScore Bet. “The answer came back that this is about as close as we can get them to the course. We have seats and experiences alongside it, but we wanted to help people play the course – or part of it. Once we hit on this concept, it leapfrogged all of our other ideas and we went into full, logistical mode to figure out how we could make it work.”

The activation is running all four days of the tournament itself from June 8 to 11, and is supported by owned social and OLV, as well as PR. It is a follow-up to the brand’s “Skyline Seats” activation last year, which generated massive awareness for the online betting platform.

“We knew almost immediately off the back of that, that we would want to run something back this year,” says Levy. “As far as a brand awareness play, it was absolutely monstrous for us.”

TheScore Bet is hoping that “Hole Zero” will surpass “Skyline Seats” – which also garnered awards attention at the Clios – in part due to the “level of detail we’re putting into this activation.”

“It’s not just an invitation to come and play a hole,” Levy says. “This is a premium experience for our players, and it’s free for anyone who is attending the tournament. It’s as close as they’ll be able to come to playing a professional hole, and there’s some fun bells and whistles on top.”