The Lock In will be an online video series showing members of the public completing DIY projects while locked inside Mitre 10 Mega stores overnight. The company is seeking applicants versed in DIY from Auckland, Hamilton and Dunedin until January 17.
Each regional team will attempt a different project:
Design 1 – Hobby shed
Design 2 – Outdoor home office
Design 1 – Outdoor kitchen / Entertainment area
Design 2 – Garden shed
Design 1 – Kids playhouse
Design 2 – Workshop
UK television presenter and celebrity architect George Clarke will be coaching the teams, who will compete for a $5000 Mitre 10 voucher.
Mitre 10 general manager marketing Dave Elliott described the Lock In: “We’re giving our teams unlimited access to the store shelves, plus Mitre 10 builder Stan Scott will be on hand to give advice and guidance, and we promise there’ll be plenty of coffee. But ultimately, we’ll be relying on the DIY expertise of our competing teams to get the job done on the night.
“It’s going to be tough, but we have great faith that our DIY experts will come through, completing the project before the sun comes up.”
Elliott said in June last year that Mitre 10’s heavily branded social presence was targeted at combating high brand promiscuity in the hardware sector. Its Facebook page has more than 200,000 likes and a high level of engagement – the latest post encouraging entries for the Lock In currently has 364 likes, 101 shares and more than 80 comments.
The company’s existing YouTube series, Easy As, have also been famously successful. Elliott in June that 11,000 people watched the instructional videos each day.