We strongly believe that the best way to create buzz for a product is to build a community around it. As such we have created an online community geared towards reinforcing and strengthening awareness of the Craftsman brand.
****We were inspired to do this app because we thought about the SEARS brands, our interests, and what we could create that could be easily implemented and it's impact measured. We discussed the fact that the Craftsman brand would be ideal for driving social commerce as there are a lot of avid do-it-yourselfers who would find value in this app. During the fireside chat Andy Chu commented on wanting to engage new home buyers and people who want to work on carpentry projects at home; this reinforced for us that our app would bring added value to SEARS. We noted that there is a Craftsman's Club, however; it is not a true social community as well as that the content lacked creativity.
Our target audience is primarily people interested in the maker movement, which is the technology based extension of the do it yourself culture. Maker culture emphasizes informal, networked, peer-led, and shared learning motivated by fun and self-fulfillment. Maker culture encourages novel applications of technologies, and the exploration of intersections between traditionally separate domains and ways of working including metal-working, calligraphy, film making, and computer programming.
The key features of BeCrafty are:
- It provides a platform that fosters interaction and community building. Registered users can upload projects, post comments and follow other users.
- It promotes the Craftsman brand. Users are able to search for tools listed in the uploaded project files. We have included the links to the Craftsman social media sites on every page so BeCrafty users can interact with the brand across platforms.
- It provides content that will attract and engage potential customers. Community members will have the option to upload their projects as well as the SEARS team can frequently add interesting projects that will keep the community engaged. The projects we highlighted are:
- A Birthday World Clock built using an Arduino, (1.2M views, 1.7K comments)
- An Arcade game table built using a Raspberry Pi, (180K views, 208 comments)
- A Vintage Raspberry Pi Internet Radio, (123K views, 186 comments)
- A mural created with duct tape and paint, (24.5K views, 84 comments)
- A Bedside Lamp with USB port, (29K views, 206 comments)
- A Backyard Fire-pit, (429K views, 347 comments)
- A bookshelf (152.5K views, 186 comments)
The app utilizes: the SEARS product search API which allows users to do a keyword product search as well as we are using; the Momentfeed pinsync API that allows users to search for the nearest SEARS location by entering their city or zipcode