"Will it Blend?" – #1 Viral Ad Campaign

Visible Measures and AdvertisingAge confirm that the #1 viral ad campaign on YouTube is an unknown hit.  The BlendtecWill it Blend?” series has surpassed all viral ad campaigns based on total views. Blendtec’sWill it Blend?” series grinds up the viral advertising effort of big name brands. Here are a few of its closest competitors — Dove’s Evolution, Evian’s Roller Babies, Old Spice‘s Odor Blocker, and Pepsi’s Rock You.

Tom Dickson, CEO of Blendtec’s marketing magic does these 5 things:

  1. Entertains the audience
  2. Shows off the superior quality & design of the product
  3. Cuts cost on marketing by using social networks
  4. Sticks to the format
  5. Has fun with the process

Mr. Dickson is doing everything perfectly, or at least so it seems. But could he do better? Yes, the one thing Blendtec doesn’t do well is convert their hilarious and memorable marketing into a sale. Blendtec is entertaining a majority that will never own a Blendtec product. Blendtec doesn’t even take a moment to prompt you to buy one. Strange…
Viewers have watched the “Will it Blend?” series over 134 million times. This is a remarkable milestone of viewership. However, today was the first time I saw or heard of this product.
There is a 0% chance of me running out to buy any Blendtec blender. I liked the video and tweeted about the Blendtec blender chopping an iPad to bits, but it didn’t make me reach for my wallet. Another blender bummer is I don’t have anyone to recommend this product to.  No one in my network needs a designer blender than can eat iPhones.
Here are a two articles that claim Blendtec’s profit growth are directly attributed to the viral videos. One of the writers said he owns a Blendtec. Do you?

Unrelated to the category of viral ad videos, here are a few of my favorite YouTube video “meme-ories” from the recent archives.  The remixes are great too — Funny Fat Man Dance, David After Dentist, Chocolate Rain, and Star Wars Kid.
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One Comment

  • Kirsi Crowley
    September 12th, 2010 · Reply

    Ian, This video is hilarious! And brilliantly imaginative in creating a comic meeting of the old and the new world. I love it! And I like your blog too. The issues are inspiring, even that carnivore photo exhibition.

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