I’ve mentioned this campaign before because I am in such awe of it, but it is definitely worthy of its’ own blog dedication.
Presenting: The Blendtec “Will It Blend” video series: a brilliant and once more, highly entertaining viral video YouTube series starring CEO Tom Dickson as the “blend master and host”. Talk about content!
I talk about it here:
This campaign is a great example of how a more often than not accidental viral video campaign can catapult a company into the limelight and the black. The company’s viral video series “Will It Blend” on YouTube, in which founder and CEO Tom Dickson blends everything from an iPad to a pool cue, boosted sales at the humble Utah blender-maker 700% in the space of months.
Tom Dickson was asked in an interview in 2013 what the inspiration was behind the Will It Blend Series and he answered like this:
“Will It Blend? was developed accidentally in 2006 by a new marketing director. I’ve always been one to try to break my blenders to find their fail points and determine how I can improve them. George, the marketing director, discovered some of the wacky things I was doing to my blenders, including shoving wooden 2x2s into the jars. With a $50 budget, George bought a Happy Meal, a rotisserie chicken, coke cans, golf balls, and a few other items, and then our video crew made five videos. Six days later, we had six million views on YouTube. Six years, 120+ videos, and 219 million views later, Will It Blend? is considered the number one viral marketing campaign of all time.”
Note the $50 budget. In case you’re wondering what his favorite Will It Blend item to blend was (Tom has since retired) it was the episode where he attempts to blend
“Glowsticks”. It has a mere 10, 668, 361 views at the time of this writing.
Thoughts? Want to present a marketing campaign YOU can’t get over? Let me know in the comments or share on Twitter or Facebook