"Will It Blend?" Campaign

Blendtec blenders, dispensers, and mixers are in some of the best restaurants, juice bars, ice-cream parlors and gyms all over the world. As the popularity of these products has grown, customers have inquired how they can get our equipment for their home.  The company's growing consumer focus inspired its entry into YouTube marketing.  Blendtec got the idea for its videos from actual destructive testing that has been going on at the company for years.  The Marketing Director saw the owner feeding a 2" X 2" wooden board into a commercial blender as part of a destructive test and found it fascinating.  The Marketing Director thought others might get a kick out of watching the process, and the idea of creating a video was born.

Results Achieved

• Within the first week of posting the first five videos on YouTube (2006), the company's videos had 6 million views...a truly viral video.
• "Total Blender" sales increased 500% in 2007.
• As of November 2009, Blendtec has over 90 videos online, with many millions of views a month.
• Their first video, blending a handful of glass marbles to dust, has received over 3.8 million views since being published in 2006.
• Their most popular video, blending an iPhone, has well over 7 million plays on YouTube.
• They even have a place for visitors to suggest what else to try to blend to engage viewers.  The videos have a huge fan base.

A-Cappella.com Example

A-Cappella.com is an Internet retailer of CDs, DVDs, sheet music, and books for unaccompanied (a cappaella) singing groups.  During the 2007 holiday season, a video of Indiana University's Straight No Chaser vocal group took off on YouTube, registering 400,000 views per day.  Captivated viewers found A-Cappella.com, which offered a DVD of the group's performance.

Results Achieved

A-Capella.com normally handles about 60 orders per day, but suddenly found itself swamped with orders after the YouTube video was published.  They eventually sold more than 5,300 copies of the group's DVD.