Craftsman: SCREW*D

SCREW*D was the first live, interactive reality show created by Y&R Chicago where Craftsman tools selected the unhandiest person they could find and sent him into the wild. Alone. To fend for himself.
The only way he could survive was to rely on the advice coming in from the online community of Craftman fans and DIY’ers on Craftsman’s facebook page.We dropped our hero, Alan, into three remote locations: the bayous of Louisiana, the Mojave Desert and high above the snow line of the Sierra Nevada mountains. With each location, Alan was given a set of tools and one objective: get out alive.Through a live video stream, people could watch his adventures and post advice to the Craftman wall or tweet to Alan’s Twitter account. Each post was fed to him via a headphone and allowed Alan, in real-time, to interact with the Craftsman community and tackle the tasks at hand as the DIY’ers lent him their tool knowledge.We also posted clues and hints on Craftsman’s facebook page, on where special materials that Alan needed were hidden, and people could then interpret those and post or tweet back to Alan on where he needed to look in order to find the necessary supplies.Between each “wild drop” we trained Alan via an ongoing bootcamp, in which he learned his tools basics. We embedded a Livestream player on facebook in which he could chat live with his fans and share his thoughts, ask for help or simply thank the online community for their help.Without the help of his facebook friends, he was SCREW*D.The objective of this campaign was to increase the amount of facebook likes for the Craftsman brand. In the 3 and 1/2 months of this project, we more than doubled it, from 350,000 to over 700,000. SCREW*D had over 30,000 live viewers and resulted in 4.5 million video views. We had over 94 million earned media impressions, and YouTbe drove nearly 20,000 visits to the Craftsman YouTube page and over 11,000 visits to Craftsman.com, resulting in an increase of 15% in online sales.