Unhandyman With No Tool Skills is Totally SCREW*D: Watch Aug. 14

The Craftsman Brand's New Online Reality Series Chronicles One Unhandyman's Journey Guided by an Online Community

HOFFMAN ESTATES, Ill., Aug. 9, 2011 /PRNewswire/ -- The Craftsman® brand revealed that Alan Weischedel of Sherman Oaks, Calif., will star in a new interactive online series, SCREW*D: Where Survival Comes Down to the Right Tools, for which he will earn up to $50,000 by completing three months of ... who knows what.

Weischedel was chosen from hundreds of submissions due to his complete lack of do-it-yourself (DIY) knowledge and tool skills. Viewers will have the chance to watch Alan endure a rigorous boot camp, craft interesting DIY projects and eventually be dropped in three unbelievable locations -- with only the help of Craftsman's tools and online community, to work his way out.  Episodes will air each Sunday at 2:30 p.m. CDT, Aug. 14 through Oct. 16, at craftsmanscrewd.com.  Viewers can also live chat each weekday at 9:00 p.m. CDT (excluding week of Aug. 29, Sept. 19 and Oct. 10) and offer help/comments at any time.

Each week, our tool-clueless hero will undergo a series of intense boot camp training sessions led by Craftsman experts.  Ready or not, after each boot camp, he will be taken on a series of extreme, high-risk tool and survival challenges with only Craftsman tools as a resource and the brand's online community to guide him along the way.  The goal: Turn him into the ultimate handyman.  

"Craftsman tools will empower a DIY novice to successfully complete a range of tasks and overcome extreme conditions," said Kris Malkoski, Craftsman Vice President and General Manager. "Craftsman tools have been providing trusted, durable and innovative solutions for more than 80 years, and we have no doubt that we can transform Alan Weischedel from average Joe to DIY superhero with the help of Craftsman tools and our DIY community. Plus, we will all be entertained along the way."  

To find out how Weischedel's adventure unfolds, tune in when the show begins on Aug. 14 to follow his misadventures and mishaps along the way.  Each week, the training or challenge will help our hero develop a new type of DIY knowledge, preparing him to tackle any task.  The first show is live at 2:30 p.m. CDT on Sunday, August 14. For details on how to watch, go to Craftsmanscrewd.com.

Better yet, viewers won't just follow the transformation during the live shows; they'll have an opportunity to be a part of it. Weischedel will seek guidance on his challenges from the DIYers of the world through multiple social media channels including his blog (Craftsmanscrewd.com), Facebook.com (Facebook.com/Craftsman) and through Twitter.com (@screwd_alan).  If you miss a live show, you will be able to see it at a later date through Livestream.

Craftsman will also host a live chat each weekday evening during the course of SCREW*D at 9 p.m. CDT (excluding week of Aug. 29, Sept. 19 and Oct. 10) on Facebook.com/Craftsman, but our hero will also have the ability to get help live whenever he chooses to get advice on projects from customer experts. Through these channels, Craftsman customers will guide our hero, train him and build his DIY knowledge along the way.  Without the help of the world's DIYers and their Craftsman tools, our tool-clueless friend is not only in trouble, he's SCREW*D.

For more information on SCREW*D, visit www.craftsmanscrewd.com.  

About Sears Holdings Corporation

Sears Holdings Corporation is the nation's fourth largest broadline retailer with over 4,000 full-line and specialty retail stores in the United States and Canada.  Sears Holdings is the leading home appliance retailer as well as a leader in tools, lawn and garden, consumer electronics and automotive repair and maintenance.  Sears Holdings is the 2011 ENERGY STAR® Retail Partner of the Year.  Key proprietary brands include Kenmore, Craftsman and DieHard, and a broad apparel offering, including such well-known labels as Lands' End, Jaclyn Smith and Joe Boxer, as well as the Apostrophe and Covington brands.  It also has the Country Living collection, which is offered by Sears and Kmart.  We are the nation's largest provider of home services, with more than 11 million service calls made annually.  Sears Holdings Corporation operates through its subsidiaries, including Sears, Roebuck and Co. and Kmart Corporation.  For more information, visit Sears Holdings' website at www.searsholdings.com.  

Contact Information:
Larry Costello
Sears Holdings
(847) 286-9036

Molly Sheehan
Zeno Group for Craftsman
(312) 545-4847

SOURCE Sears Holdings Corporation

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