October 26th 2012
Who doesn’t like a good viral marketing campaign? There are many out there on the internet, but not many last for as long as ‘Will it blend?’. ‘Will it blend?’ is a series of infomercials demonstrating the Blendtec product line-specifically their Total Blender.
The format mimics a game show, with the Blendtec founder Tom Dickson as the host. He selects various objects that will be blended to show off the Total Blender’s power. The series started in 2006, with the hope of increasing brand awareness of their unknown blenders. Fast-forward six years and it has now become one of the most popular viral campaigns out there. There are a number of reasons for its longevity:
- Humanises - The series gives the company a fun and engaging voice.
- It’s real - One of the reasons for its success is the various objects that get blended. Smartphones, iPads, golf balls, magnets and many other objects that you would never usually be allowed to place in a blender.
- Interactivity - Viewers can suggest what objects to be placed in the Total Blender. You can engage with the show via Facebook, Twitter or their blog.
- Demonstrates the product - Watching the shows on Youtube, you can clearly see that it’s an impressively powerful blender.