Case Study 1: Will It Blend / YouTube Traffic

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Case Study 1: Will It Blend.

Video URL:

http://www.youtube.com/watch.v=B8H29jU8Wrs

Summary: This series of videos was produced for a blender company which has such a great

blending product, that it will blend just about anything. When Blendtec Marketing Manager

George Wright saw Tom Dickson, Owner and CEO of Blendtec testing the blender, he

suggested putting videos of it on the web. The CEO agreed, and the rest is history.

Their videos have gotten over million views and 10,000 comments which have resulted in an

unprecedented level of internet traffic, many media placements, contacts and increased sales.

The initial video only cost the producer $50 to create and the YouTube promotion literally

built a brand for their home products. There is a lot we can learn from this promotion.

It appears that the element of ‘humanness’ mixed with a bit of strange humor is responsible

for the success of this promotion. The company took a risk when using this video as a

promotional tool, and it appears to be a risk that few stuffy, stodgy corporations are willing to

take. Instead of obsessing over ‘professional’ they took a practical approach and showed their

product in action, and did it in a funny way.

Things to take note of:

• The simplicity – A simple experimenter in a white lab jacket.

• The catchy 50’s music soundtrack (you will learn how to add music later).

• The watermark for ‘willitblend.com’ at the bottom left hand corner of the video.

• The company logo on a banner in the background.

• A bit of humor.

It should also be noted, that part of the brilliance of this campaign is that it can be repeated

dozens if not 100’s of times, all with blending different items. This means that they can make

as many different video commercials as they want and get an even wider viewership.

When asked for marketing advice in an interview about the marketing campaign, the

marketing manager George Wright offered this gem: "Any time you find yourself saying

“that is cool" – or “I want to watch", pay attention - you may be on to something amazing."