To promote its Craftsman brand, Sears’ new billboard campaign, "Trust in Your Hands," features a huge hand wielding a Craftsman wrench. Sears hopes that do-it-yourselfers will not only trust in their hands, but use Craftsman tools to get things done.
The promotion doesn’t end with billboards. Sears is using Twitter to crowdsource interpretations of the "Trust in Your Hands" slogan. Fans can create their own billboards or submit a photo of a Craftsman tool in an extreme or unlikely location; 10 winners will get a Craftsman C3 tool package valued at $750 each.
Stats for Wrench-Grabbing Billboards
Trending: Older & Average
Research: 3,945 clicks in 305 w
Interest: 4 minutes
Concept: Trust In Your Hands
Related: 56 examples / 43 photos
Segment: Neutral, 18-55
Comparison Set: 20 similar articles, including: smelly billboards, human billboards, and graffiti-enhanced promotions .
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Gamer-Centric Projection Campaigns