Called an “interactive reality show”, Craftsman’s SCREW*D finds an unhandy handyman in Alan Weischedel, and drops him into dangerous situations where he has no choice but to build himself out of harm’s way.
In the first of 3 “Drops”, our unlikely hero Alan (aka The Screw*d) is kidnapped in New Orleans and “Dropped” (get it?) into the Louisiana Bayou. With only his recently acquired handyman skills, and his Craftsman tools, he must build himself out of harm’s way. Will he make it to safety? Or will some Ragin’ Cajuns simply find his corpse years later? Watch and find out!
In this, the second of three “Drops”, our loveable un-handy handiman Alan (aka The Screw*d) is ripped out his hotel room mid-breakfast, driven into the Mojave desert, and abandoned in his pajamas. Upon arrival at Basecamp, he discovers an abandoned dune buggy that he must put together and drive off into the sunset before he’s ripped to shred by a desert army of coyotes, snakes and spiders. Will he make it out alive and possibly burn some rubber or will he become a permanent addition to the desert landscape? Watch and find out!
Here, in the third and final “Drop”, our unlikely hero Alan (aka The Screw*d) is snatched from a relaxing pool swim and, kicking and screaming, is thrown onto a snowmobile and left in the snowy mountains wearing only his wet swim trunks and a bathrobe. After trudging through the snow to find Basecamp, Alan learns that his mission is to repair a dilapidated shelter before he succombs to hypothermia or is eaten by black bears. Can Alan harness all of his newly acquired handiman skills to complete this, his most difficult challenge to date? Or will his frozen remains be discovered a thousand years from now and displayed in a museum? Watch and find out!
Here, Alan takes a careful look back at all the scary predicaments that he so cleverly built his way out of with the help of the online audience.
We go behind the scenes to learn about all the preparation and technical wizardy needed to pull off this groundbreaking interactive reality show.
In this case study, we take a look at how the agency Y&R used branded entertainment to bring their brand to millions of new viewers.