Sears is in the midst of a social-media campaign this summer in which a guy is riding a Craftsman lawn mower from Los Angeles to New York. Lucas Van Engen, a New York actor, is the lucky dude. He should be glad they've given him a riding mower, rather than making him push a hand mower across the continent. Y&R Chicago and Designkitchen hatched the campaign. They're tracking Lucas with a Posterous blog, Facebook profile and Google Maps integration.