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Acuity gets 'Extreme' for Capitol Homes and ABC-TV
What's so "extreme" about building a home for the ABC television reality show Extreme Makeover: Home Edition?
Well, aside from constructing a full-featured, top-quality 3,100 square foot home in just 94 hours while the ABC cameras rolled, Nashville-based Capitol Homes needed to communicate its involvement in the Extreme project to the community and the nation -- in real time. The home was built for the Hawkins Family of Hendersonville, Tennessee, whose house was destroyed by an April, 2006 tornado, leaving Amy Hawkins, the mother of two young boys, paralyzed when the house collapsed on top of her as she was protecting her sons.
Capitol Homes, already a full-service Acuity client, again called on Acuity to provide media coordination and web presence before, during and after this amazing event. The Acuity team published nearly continuous web updates from an on-site communications center in Hendersonville, where the Extreme home took shape at lightning speed from July 29 'til August 2, 2006. During the 10 days leading up to, during, and immediately after the event, over 5 million web visitors perused the Capitol Homes website, and as a result, Capitol Homes enjoyed one of the most successful August sales periods in the company's history.
Then, when the Hawkins Family's story aired on Extreme Makeover: Home Edition in October, Capitol's Acuity-hosted website once again recorded record traffic, this time topping 27 million visits in just three days. To see the archived reports and photos from the Extreme home "build," visit the Extreme area of the Capitol Homes website.
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