Will it Blend?
George Wright, Director of Sales and Marketing for Blendtec, the company behind the
“Will It Blend” videos, sits down with Courtney Barnes, Author of Digital Strategies For Powerful Corporate Communications, to talk about viral marketing.
Since the first viral video went live in 2006, Blendtec’s “Will It Blend?” series has been a perennial favorite among audiences of all shapes and sizes. Based on segments that show Blendtec CEO Tom Dickson pulverizing everything from iPods to marbles in the company’s signature blender, the online video clips have become a textbook example of viral marketing done right in the Web 2.0 world.
In this Think Tank interview, George Wright–the marketing mastermind behind “Will It Blend?”–offers insights into how digital communications is changing the way companies reach consumers; how PR and marketing professionals can leverage platforms like online video to engage elusive stakeholder groups; and how the little blender company that could turned a quirky concept into an overnight phenomenon.
Michelle Maher is an Associate Producer at ScribeMedia.Org. She has a particular fondness for penguins.
[…] for Blendtec, the company behind the “Will It Blend” videos, to the studio for a sit down conversation on video as a marketing tool. How does his company spend almost no money on marketing, yet have […]
[…] One of my favorite series of viral videos is from Blendtec called Will It Blend?. Blendtec makes commercial grade blenders - the ones you’ll find behind the bar. They wanted to tell consumers about a new product line for home users and that it was every bit as tough as their commercial grade products. The concept was to show how strong the blender is by blending up items that you wouldn’t normally dare to put in your blender. Environmental issue aside (yes, they blend up stuff they shouldn’t like glow sticks and an iPhone), it was a huge success for the company. “Since the first viral video went live in 2006, Blendtec’s “Will It Blend?” series has been a perennial favorite among audiences of all shapes and sizes. Based on segments that show Blendtec CEO Tom Dickson pulverizing everything from iPods to marbles in the company’s signature blender, the online video clips have become a textbook example of viral marketing done right in the Web 2.0 world.” from an interview with George Wright, Director of Sales and Marketing for Blendtec: ScribeMedia […]
[…] One of my favorite series of viral videos is from Blendtec called Will It Blend?. Blendtec makes commercial grade blenders – the ones you’ll find behind the bar. They wanted to tell consumers about a new product line for home users and that it was every bit as tough as their commercial grade products. The concept was to show how strong the blender is by blending up items that you wouldn’t normally dare to put in your blender. Environmental issue aside (yes, they blend up stuff they shouldn’t like glow sticks and an iPhone), it was a huge success for the company. “Since the first viral video went live in 2006, Blendtec’s “Will It Blend?” series has been a perennial favorite among audiences of all shapes and sizes. Based on segments that show Blendtec CEO Tom Dickson pulverizing everything from iPods to marbles in the company’s signature blender, the online video clips have become a textbook example of viral marketing done right in the Web 2.0 world.” from an interview with George Wright, Director of Sales and Marketing for Blendtec: ScribeMedia […]