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Will it blend?

Will it Blend is the viral phenomenon of the year.

These simple videos from Blendtec have made them famous. Results include a 500% increase in sales and amazing search engine placement. 

Now they won a Clio Award.  Viral agencies that charge six figures for a campaign must be cringing at this proof that great viral content isn’t about production values, it’s about authenticity. The Will It Blend campaign cost $50.

Here’s my interview with Blendtec CEO Tom Dickson:

(I asked him to blend my book, but he said that paper doesn’t work so well.)

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  1. michael cardus May 26, 2008 at 4:44 pm #

    What a great story about word of mouth phenom!
    Will it blend is just one of those simple things that everyone says – I used to do that! – while everyone feels that the idea was too simple to make money. Never estimate the power of simple Ideas.

  2. Tim Jahn June 1, 2008 at 11:07 pm #

    Reminds me of that bit on Letterman, ‘Will It Float?’. This kind of story always amazes me – how a huge company can spend a ton of money on a ‘viral’ campaign but never come close to the results of the real thing. I think authenticity is very important though.

  3. 3 Things Viral Videos Must Do to Make Money

    Dave Young’s post about Microsofts Inspiration, anyone? video, and your comments, inspired a few thoughts about how to get a proper return on investment with viral videos.
    Viral videos are, by nature, non-targetable. The messag…

Will it blend?

This is so good.

Blendtec, makers of high-end blenders, have created an amazing, buzzworthy site:

They grind up iPhones, glowsticks, golf balls, and more. It’s a ton of fun, incredibly viral, and well-done. 

Most important: It’s relevant. It showcases the product and demonstrates it’s key selling proposition.

So many viral stunts are stupid or irrelevant to the product, features, or brand message.  The goal isn’t just to get people to forward your message — it’s to sell products.

My only critique: It’s hard for users to put the videos on their blogs. You have to find the video on YouTube, you can’t just grab it from this site. This probably costs them 50% of the potential word of mouth.

(Thanks to Shareef Mahdavi for the tip.)

Watch them blend an iPhone:

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  1. Julie October 11, 2007 at 1:17 pm #

    I just learned that babies find these videos extremely fascinating and funny. Much better reaction than Baby Einstein videos.

  2. Lindy Dreyer October 12, 2007 at 3:33 pm #

    The Chuck Norris episode is GENIUS.
    Blending stuff is fun. Kudos to a company that recognizes the value of that.

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