• by Tameka Kee , January 8, 2008

Appliance parts dealer AP Wagner has launched a user-generated video contest to help celebrate its 80th anniversary.

The Depew, N.Y.-based retailer crafted the "North America's Oldest Appliance Contest" to call attention to the fact that it offers parts for some decades-old appliances, while driving traffic to its revamped Web site.

The contest is a push to find the oldest appliance, working or not, in the U.S. or Canada. Entrants submit a 2-minute video of themselves and their appliance to apwagner.com for the chance to win new Whirlpool appliances and $1,000 cash. AP Wagner will also give out separate prizes for appliances in categories like Oldest Range and Oldest Dryer.

"We would randomly get calls for parts to appliances built in the '60s and '70s," said Christine Smith, AP Wagner's head of corporate communications. "So as part of marking our 80th anniversary, we thought about finding who had the oldest appliance in North America and having them share it on our Web site."

Submissions will be judged on originality, creativity and of course, the age of the appliances, and AP Wagner is also serving up prizes for the craziest entry received (for entrants with newer appliances). The contest ends Jan. 31, with winners announced in early April.

Smith said that AP Wagner did not use an agency to come up with the concept or execute any advertising, as the company has only run local radio spots to promote the contest and otherwise is relying on PR.

As for the Web site revamp, visitors will now find appliance news updates and do-it-yourself repair tips alongside the parts listings.