Tool brand Craftsman is engaged in an online search for a handyman to transform from rank beginner to respected DIYer.
The online "Handyman in Training" contest employs elements of social media. Contestants' audition videos are stored at the Craftsman YouTube channel. And Craftsman's fans on Facebook will eventually be allowed to play along, offering advice during the actual training of handyman.
There have been about 300 applicants so far. Auditions come to an end Thursday. The event has received publicity in the mainstream media, including this New York Times article.
Craftsman is an 84-year-old tool brand owned by Sears Holdings.