Our idea was to create a “big-bang” around the selection of the Maytag Repairman. We decided to open the casting for the character to all of America. With limited funds and time, we selected media that would create buzz, attract contestants, and drive consumers to the website for more information by asking the question: “Could It Be You?”We chose traditional channels such as print (newspaper), OOH (mobile billboards), and online (banner ads), but also created postings for nontraditional channels such as Craigslist and Monster.com. The postings drove consumers to our microsite (NextMaytagRepairman.com) which contained information regarding the audition process

The promotion caught fire with the media and the general public. For less than $250K, it was an enormous success:In less than 10 weeks, the “Search” received more than 1,000 media hits including coverage from all of the major newspapers and networks. Over 1,500 people auditioned in NY, Chicago and LA, as well as hundreds that did mail-in entries115,284,644 total audience broadcast impressions (not including print).Over 50,000 hits on Nextmaytagrepairman.com in 9 short weeks.Yahoo! “In the News” the announcement of the new repairman was the site’s fourth most e-mailed story. For the first time in 7 years, perceptions of Maytag's "Good Name" and "Quality perception increased.