Craftsman Labs Video Campaign Puts Tools To The Test

Craftsman puts their tools through a series of rigorous tests in their new Craftsmen Labs video campaign. The campaign consists of a series of Jackass-esque videos, in which the Craftsman Labs team measures the strength and durability of their tools in surprising and entertaining ways. Craftsman Lab's slogan, "The Proof Will Be Proven", says it all. The Craftsman Lab team pitches hammers at an old station wagon, goes bowling with a Wet/Dry vac, and sends a mannequin, complete with power drill, flying off the top of a building on a bike to show just how durable their tools are. These videos are great because they are entertaining but also serve a purpose - to show consumers just how powerful, strong and durable Craftsman tools are. The campaign's most recent clip, Craftsman Music Experiment, takes a slightly different angle and makes music with tools. The video, which was mixed and edited by world-renowned musician and composer Kutiman, was made without the use of a single musical instrument - the entire clip is composed using the sounds of Craftsman tools. The video has just over 275,000 views on YouTube so far, but is bound to take off, as it really is amazing. Craftsman Labs has a lot in store for the future, including a Craftsman tractor trip across the United States and more. Craftsman is also reaching out to consumers for interesting ideas about how to test other products. I had the opportunity to ask Ryan Ostrom, Director of Multi-Channel for Craftsman, DieHard and Kenmore, a few questions about the campaign. Check out Ostrom's answers below. ST: Where did the idea for Craftsman Labs come from? RO: We got the idea to create Craftsman Labs because Craftsman actually has a lab where we test our tools. Craftman is America's most trusted tool brand, and in order to maintain that trust, we test every product before we put the Craftsman name on it. Many of the lab tests are meant to simulate real life circumstances. For instance, one of the tests we currently do is freeze a drill to simulate how it would react if it was left in a garage overnight in the middle of winter, and then we drop it of a ladder. The tests on www.craftsmanlabs.com are a little more theatrical, but they get the point across on the durability and performance of how the brand truly helps put "Trust in Your Hands." ST: Who is your target audience? RO: We have seen a strong success with the younger consumer. For more than 80 years, Craftsman has provided innovative product solutions to our customers and we want to make sure we continue that for many years to come. First-time homebuyers and young DIYers are a key to that success. ST: I noticed that on the Craftsman Labs website viewers can submit ideas for future videos. How has this worked out for you so far? RO: Craftsman Labs has received quite a few of ideas from our site, many of which we plan to introduce. We had so many people suggest that we test the durability of our tractors by mowing through different materials, that it lead us to execute Craftsman Across America earlier this month. Craftsman Across America is a 3,300 mile journey from Santa Monica to New York City that will include various stops along the way with our key Sears Hometown Store partners. We found a great individual who will be riding the tractor for three straight months through America's Heartland. Everyone can follow his journey by reading his daily blog on www.craftsmanacrossamerica.com . I mean, if a Craftsman garden tractor can make it across the country, imagine what it could do for your lawn. ST: How else are you promoting Craftsman on the social web, aside from these videos? RO: We are always striving to create unique online content to engage our customers and allow them to better understand Craftsman's tool solutions and their ability to tackle any home improvement project. Craftsman has an active Facebook page (facebook.com/craftsman), Twitter account (@craftsmanclub) and YouTube channel (youtube.com/craftsman) to help communicate with our customers. Each day we post messages on our Facebook page discussing new tool announcements, project and DIY how-to tips. We also post questions and opinion polls to give our fans a chance to participate and provide feedback on tools, Craftsman programming, etc. Our YouTube channel includes how-to videos and as well our Craftsman Labs videos. The Craftsman Twitter account communicates new Craftsman tool information as well as valuable deals and coupons. Another interactive feature we have is on the Craftsman.com website. You can join the Craftsman Community to participate in tool discussions and write reviews on our Craftsman products. You can even submit your own tool ideas for a chance to have your creation brought to life. ST: What's in store for Craftsman Labs in the future? RO: In the short term, we are very excited about our latest Craftsman Labs execution in which we partnered with world-renowned composer, musician and producer, Kutiman, on our latest installment, the Craftsman Music Experiment. Our first Craftsman Labs' tests inspired this idea because as we conducted drop tests, many of the items started to sound like music. Combining these sounds with Kutiman's talent, we had a very fun and creative way to showcase our tools' durability. If you haven't had a chance to see it yet, you can view the video on www.craftsmanlabs.com or on our Craftsman YouTube channel. Shortly, we will also be launching a fun addition to the site where customers can create their own Craftsman music piece by playing with the videos. In the long term, we will continue to put our Craftsman tools to the test and look forward to bringing some of our Craftsman fans' ideas to life. And of course if we use anyone's idea, we will be giving them a nod, so they can share it with their friends.

Social Pro Daily

Craftsman Labs Video Campaign Puts Tools To The Test

Megan O'Neill

About

Subscriptions

Events

Publications

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

Megan O'Neill