Craftsman is offering the ultimate “making” vacation for DIYers.
Attendees of the event Sept. 24-27 will get the chance to work side by side with some of the nation’s top makers as they innovate and build with muscle, wood and steel.
This is the second annual event for Craftsman, the 88-year-old manufacturer of tools in the power, hand and lawn space.
Last year’s inaugural event in Lake Arrowhead, Calif. featured comedian Rob Riggle, a live set by rock band Everclear and an itinerary that ran the gamut from cigar rolling, whiskey tasting, and woodworking to survival skills.
This year, the Craftsman brand is kicking the action up a notch by drawing from an even bigger pool of world-renowned innovators and taking the program to Brooklyn.
The Web site is an interactive digital content hub where consumers can get a glimpse at the look and feel of the event -- which closely aligns with the direction of the event -- and review social conversation around #makecation, says Ryan Ostrom, CMO of the Craftsman brand.
The site features a video that includes last year’s activities and testimonials from attendees.
“The Craftsman brand is taking a targeted approach to driving awareness, engagement and relevance among our Craftsman Club members and makers from coast to coast,” Ostrom tells Marketing Daily.
At the event, guests will also get an exclusive first look at the brand’s newest products, and have the opportunity to walk the aisles of the World Maker Faire -- the premiere exhibition of invention, creativity and resourcefulness.
The campaign includes a strategic partnership with Thrillist Media Group to target millennials who are interested in making which includes a Thrillist-sponsored contest, digital ads, social media posts and inclusion in the Thrillist eblasts.
Paid digital support includes integrating video and non-video content into top publishers’ content feeds; YouTube promotion of video, promoted Tweets and promoted Facebook posts; retargeting those who visited the Craftsman MAKEcation page who did not sign up and contextual targeting on relevant sites (DIY, home, men’s lifestyle) and paid SEO.
The brand will utilize Craftsman Club communications such as inclusion in weekly promotional emails and dedicated newsletters to build buzz and drive excitement and entries throughout the community.
“The goal is to garner entries as well as secure ambassadors to organically spread the word,” Ostrom says.
The event and related promotions target both current Craftsman Club members as well as makers and the maker movement. The brand is attending the maker faire in NYC this year.
Other targets include general tool enthusiasts who stay informed about new products and those with hobbies such as sports, fishing and hunting, as well as millennials, he says.