Home Depot Thinks Outside the Box on The Apprentice
A simple box proved its mettle with executives from The Home Depot on last week’s episode of The Apprentice. The do-it-yourself home improvement store plans to extend its TV experience by replicating that same “how-to” clinic for consumers this week.
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| Apprentice contestants work to assemble storage trunk during the Home Depot task |
The Home Depot invites consumers to the free “You Can Build a Storage Chest” how-to clinic as seen in the March 24 episode of
The Apprentice. The clinic will take place at 4 p.m. local time on Saturday, April 2 at The Home Depot stores nationwide. About 1,800 stores will participate.
TV spots, p.r. and Internet materials support.
The home improvement chain offers customers free in-store how-to clinics that teach the basics, from laying tile to fixing a toilet. The Home Depot has been offering how-to clinics for customers since 1978 when the first stores opened. The how-to clinic showed on The Apprentice marks the first time a clinic coincides with a project featured on a TV show.
In last week’s episode, the teams Magna and Net Worth were charged with designing a how-to clinic at The Home Depot stores in the New York City area. Executives from The Home Depot judged the teams on the project’s originality, customer involvement and product involvement.
The Magna Corp. won the task by constructing a storage box with three different finishes—chalkboard paint, yellow paint and a natural finish. The losing team, Net Worth designed a mobile kitchen island.
“This is an opportunity for our customers to go from spectator to participant, and a chance for The Home Depot to showcase its products and services,” said John Costello, executive VP-merchandising and marketing, The Home Depot. “By empowering and educating customers, clinics drive know-how and support our brand promise, ‘You can do it. We can help.'”
The Home Depot and Mark Burnett Productions, the producer of The Apprentice, formed a multi-program and multi-year deal that incorporates the Atlanta-based home improvement chain into its programming (PROMO Xtra, Feb. 3). The venture marks The Home Depot’s first multi-year deal with a production company. Terms of the deal were not disclosed.
Other brands that have played key roles in the series this season include Burger King, Nescafé and PlayStation 2.
The show’s branded entertainment efforts continue this week, when The Apprentice candidates will compete in their first pizza task with Domino’s Pizza. The Domino’s Pizza task will air at 9 p.m. ET on March 31 on NBC.
During the episode’s airing, Domino’s is encouraging fans to host viewing parties. As a special incentive, a number of Domino’s stores will offer pizza specials, including the 555 deal; three medium, one-topping pizzas for $5 each.
