If anyone doubted the wild, wonderful things a marketer can do with a phenomenon like YouTube, they can suspend that disbelief by turning to Blendtec. A $50 demonstration of sheer blending power attracted six million viewers in just five days.
After all, who wouldn't want to watch a man in a lab coat and goggles drop 50 marbles, or golf balls, or a crowbar, or a rake handle, into a blender while teasing the viewer with questions about whether those things can really be blended.
And what a sublime spectacle it is to see a full, unopened can of Coke blended with a whole chicken - just in time for Thanksgiving.
Ten thousand comments later, marketers are thinking these guys are on to something.
Blendtec's "Will it Blend?" video series has become an immediate case study for using online video to your advantage, rather than fighting with the site operators (I'm talking to you, music labels and TV producers) about the finer points of copyright law.
Writes the editors at PodTech:
Tom Dickson, the chief actor and executive office at Blendtec, establishes trust through his "extreme blending" product demos and down-home personalityÂ…Blendtec spins up a brand-building showcase through its use of social media technology that even the hippest Madison Avenue firms are struggling to figure out.
Visit WillItBlend.com, and the marketing team has a slew of interesting product demonstrations divided into two categories: Try This at Home and Don't Try This At Home. At home, those with a penchant for creative destruction can efficiently cut up credit cards, or speed up the fast food experience by pureeing their Big Mac, fries, and milkshakes.
This last one, of course, is like yelling at your microwave to hurry up with the bun-steaming.
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