BlendTec’s “Will It Blend” campaign is one of the greatest things I have ever seen. I’m not sure why it has taken me so long to know about the campaign because it went beyond viral (shame on me), but I am so glad my instructor showed it to our class yesterday. If you haven’t seen one of their “Will It Blend” YouTube videos, watch this one now. I promise…it will make your day.
This campaign captured my interest because the concept of it was SO simple, yet SO effective. It’s so fun and made me laugh until I almost cried. I love that BlendTec’s CEO (Tom Dickson) is the star of the videos. It completely humanizes the company. I love that they allow their customers to interact with them by suggesting things to blend. I can’t think of anything funnier than blending random, inedible objects. I love that it shows how effective their product really is and proves the quality of the $400 blender. And to top it all off, this campaign boosted sales by more than 700% since the campaign started!!
How did it start? In 2006, BlendTec was a relatively unknown company and wanted to boost their brand awareness. The team bought a white lab coat, marbles, garden rake, McDonalds meal, rotisserie chicken, and Coca-Cola. Filmed in the company’s lunchroom, Dickson blended up these items. After five days of the videos being uploaded to YouTube, there were over six million views! They have been viewed over 100 million times since then.
The company also has a “Will It Blend” website, YouTube channel, Facebook page, and Twitter account.
From a PR perspective, I learned that it is possible to create an enormously effective campaign on a very minimal budget. As we spoke about in class, sometimes the most simple ideas are the best ideas. Often times, people get caught up in doing a campaign that is over-the-top and extravagant. That is not necessarily the best approach. People want to be engaged, and these videos did just that. They gave their audience exactly what they needed to be excited about the company and excited to go out and buy one of their blenders!