Mobile tool retailer Snap-On is once again searching for Australia and New ZealandÕs leading automotive apprentice. Now its fourth year the Snap-on Tools Apprentice of the Year 2012 campaign is being promoted through social media and video.

The competition was established as a joint brainchild of Snap-on Tools Australia and popular ACP magazine, Street Machine to seek out leading apprentices and to reward them for their passion and commitment.

This year, cross-media public relations agency Keep Left has been brought on board to develop content for the competition micro-site and to stretch the reach of the initiative into a social media engagement program including Facebook and video [see below].

The Snap-on Tools Apprentice of the Year looks to reward third and fourth year automotive apprentices who have gone above and beyond the call of duty within their work environment, or given back to the industry or community.

Snap-on Tools Australia national sales manager Steve Jones said “ItÕs a tough slog being an apprentice. ThereÕs often little reward for the hard work they put in. We created Apprentice of the Year with Street Machine to shine a light on the guys and girls who are absolutely top of their trade, but who often go through challenges to get there.”

The winning apprentice will take home a total prize package valued at more than $11,000 including a deluxe Snap-on Tools product pack and a Gold Pass Extreme Street Machine ticket to Summernats 2013 with flights and accommodation.