The rise of user generated content sites such as YouTube and the proliferation of broadband have created new opportunities for marketers. They can now deliver messages through rich media such as video, and have the ability to spread their message around the world in just days. If they can create something people want to share, the results can be greater than their wildest dreams.
Case in point: Blendtec. They have managed to create a series of videos titled ‘Will it Blend?’ that have been a hit all over the web.
“I’ve never seen anything that’s taken off quite like this in my life,” said Blendtec marketing manager George Wright, who developed the idea for the series. The videos feature Blendtec CEO Tom Dickson liquefying a range of items that are divided into the ‘Try this at home” and ‘don’t try this at home’ sections. The ‘don’t try this at home’ section features some unusual items that portray the power of the blender from 50 marbles and a handful of golf balls – to a thanksgiving dinner.
The first videos went on the company’s website on Nov 2, and after only 1 day the site had received 23,000 hits. After being released on YouTube the videos exploded, with their version of a ‘golf ball smoothie’ receiving over 1.7 million views. “Ten days ago, I didn’t even know what YouTube was,” said Dickson with a chuckle. “I’m learning real fast.”
For around $50 (the cost of the items the blender has destroyed) the company has managed to reach an international audience of millions. “We have built a top-of-mind brand recognition awareness of this company in a matter of days,” Wright said.
The videos saw traffic to the company’s website skyrocket, with their Alexa rank jumping a huge 108,000 spots in the last 3 months. They have projected revenues of around 30 million this year, but with the success of the ‘Will it Blend?’ series, sales are already beginning to climb. The company plans to continue the search flurry by releasing a new video every week. Only time will tell if this will be a success, but for now I’m sure they would be pleased with their efforts.