www.blendtec.com/willitblend
Will It Blend is a series of videos featuring the founder of Blendtec, Tom Dickson, trying to blend nearly anything that fits into the Blendtec Total Blender. He showcases the extreme power of Blendtec’s home blender by chopping up everything from sports equipment, to toy action figures, to digital devices, to glass and metal jars of food. Yes, he blends the food AND the jar!
It’s really a genius marketing campaign for a blender company. What better way to sell blenders than to prove it can blend anything? This marketing campaign is an entertaining and informative way to promote the blender and the Blendtec Company, which also makes mixers and mills.
Link to Blentec's Product Page
Blendtec’s marketing campaign was obviously a success based solely on the number of viewers that have seen the Will It Blend series, which is 200 million and counting. In an interview on the website socialmediab2b.com George Wright, Blendtec's VP of Marketing, mentions how Tom Dickson, the host of Will It Blend, has become an internet celebrity. He can’t go anywhere without someone recognizing him from the video series.
More importantly it was a success in the sales department. In that same interview Wright also says that the sales of Blendtec’s home equipment have increased by 700 percent, not to mention brand awareness has skyrocketed. So that alone pretty much means it was a success.
Interview on socialmediab2b.com
A COUPLE OF MY FAVORITE EPISODES:
In one episode Tom fills the blender with a handful of action figures, “The Bad Guys,” and one Chuck Norris action figure, or “The Good Guy.” Tom goes on to explain how the two greatest forces of ‘good’ in the world are the Blendtec Total Blender and Chuck Norris. Then he proceeds to stuff the bad guys and the Chuck Norris doll into the blender. Sure enough, the Blendtec tears through the ‘Bad Guys’ and thanks to a little video editing Chuck Norris remains unscathed, proving once and for all that evil is no match for the Total Blender. Tom also makes a couple Chuck Norris jokes including a ‘Walker Texas Ranger’ reference and a ‘Total Gym’ reference. Yes, it’s a little corny, but it certainly drew attention to the product!
Link to Will It Blend?-Chuck Norris
In another notable episode Tom created a dish called “cochicken” by blending half of a rotisserie chicken mixed with a 12oz. can of Coca-Cola (without the can). In the actual episode the chicken included the bones, probably because no one was actually planning on eating it. However, since the episode aired the phrase “cochicken” has actually caught on, and there was a boneless version prepared on NBC’s show Today which was actually eaten by the host Meredith Vieira. This was yet another smart move by Blendtec’s marketers in an effort to get their name widely known. I couldn't find the Video of the Today show, but here is the original version.
Link to Will It Blend?-Cochicken
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I LOVE the Blendtec's. I think they are hysterical. My marketing teacher had us watch at least 10 videos on the Blendtec's last year and they were great. My roommates parents actually have one and it is amazing. They use it on a daily basis and have never had a problem with it. I would have never heard of it without the fact of its popularity on Youtube.
ReplyDeleteMy favorite one is this:
http://www.youtube.com/watch?v=l69Vi5IDc0g
Here is an example of another company getting it right with social media. The videos BlendTec produced are not only funny and witty, but they are memorable. Dickson is able to take advantage of a society that has a short memory and he gives them something which will last. These videos are definitely something people remember.
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