$50 + blender + YouTube = huge marketing success

Brad Baldwin of Rocky Mountain Voices was hanging out with me today and told me about this story. Actually, you can check it out for yourself on PodTech, or over on the Rocky Mountain Voices blog. (They got interviews with the people involved).

But, here’s the short version of the story.

There was a company that made industrial blenders. One day the CEO was trying to find new ways to test the blender. That gave another employee an idea “video the tests and put them on You Tube.”

Five days later their little video series (they blend things like marbles, full cans of Coke, rake handles, and other weird stuff) was viewed five million times and had 10,000 comments.

That was a month ago. Cost $50. Crazy. But I want one of those blenders. Imagine the margaritas!

Comments

  1. [...] Through Scoble: a blender that blends anything. Yeah, the blender is cool, but also that they viral-marketed it through YouTube. You really gotta believe in your product, however ;-). I LOVE that song, too. [...]

  2. kystorms says:

    This is absolutely brilliant! I cant believe I did not think of this myself!
    What a way to advertise your product, i wonder is this kind of free thinking god given or a genetic thing?
    cool report, love this blog :-)

  3. kystorms says:

    This is absolutely brilliant! I cant believe I did not think of this myself!
    What a way to advertise your product, i wonder is this kind of free thinking god given or a genetic thing?
    cool report, love this blog :-)

  4. Raj says:

    I can’t figure out why you guys don’t have an instant Flash player option on PodTech because the “click here to watch” does not appear to stream the data to the client and play simultaneously. And downloading a file that is sometimes > 200MB is for the birds. Why don’t you guys put the videos on Revver or YouTube? You would probably get many more views without requiring such large downloads.

  5. Raj says:

    I can’t figure out why you guys don’t have an instant Flash player option on PodTech because the “click here to watch” does not appear to stream the data to the client and play simultaneously. And downloading a file that is sometimes > 200MB is for the birds. Why don’t you guys put the videos on Revver or YouTube? You would probably get many more views without requiring such large downloads.

  6. [...] 18Nov06  Standard Podcast [22:21m]: Play Now | Play in Popup | Download podPressPlayerToLoad(‘podPressPlayerSpace_88′, ‘mp3Player_88_0′, ’300:30′, ‘http://www.rockymountainvoices.com/blog/podpress_trac/play/88/0/RobertScoble_PodTech.mp3′); Robert Scoble, one of the most recognized voices on social media, shares his opinions on how traditional newspapers, like the Mercury News, and news outlets, CNN and BBC, must change to absorb the new “on-the-street” journalist. These news field correspondent can leverage their own blog, Flickr, YouTube, or yet-to-be-invented social media solutions to provide real-time news. Scoble relates a personal example of living in the bay area during the earthquake of 1989. At that time, the news was too centralized to the “hot” news spots, while the thousands of other locations around the bay did not get covered — both good news (like, hey we’re okay in this part of town) and other trouble spots. Digital photos, cellular communications, broadband web connectivity, WordPress and Blogger.com are challenging news outlets. Scoble gives his recommendation of how these outlets — and the journalists struggling to keep their own jobs — need to change to include this new type of field correspondent. Between cell calls, Brad Baldwin talks to Robert while driving from San Francisco to PodTech’s new offices in Menlo Park. Filed under Podcasting Tools, Current Events, Podcasts and Strategy.  | var blogTool = “WordPress”; var blogURL = “http://www.rockymountainvoices.com/blog”; var blogTitle = “Rocky Mountain Voices”; var postURL = “http://www.rockymountainvoices.com/blog/2006/11/18/88/”; var postTitle = “”; var commentAuthorFieldName = “author”; var commentAuthorLoggedIn = false; var commentFormID = “commentform”; var commentTextFieldName = “comment”; var commentButtonName = “submit”; [...]

  7. [...] 45 Minutes with Robert Scoble — Advice for News Publishers Published by Brad November 18th, 2006 in Blogging and Podcasts.  Standard Podcast [22:21m]: Play Now | Play in Popup | Download podPressPlayerToLoad(‘podPressPlayerSpace_243′, ‘mp3Player_243_0′, ’300:30′, ‘http://www.rockymountainvoices.com/podcasts/RobertScoble_PodTech.mp3′); Robert Scoble, one of the most recognized voices on social media, shares his opinions on how traditional newspapers, like the Mercury News, and news outlets, CNN and BBC, must change to absorb the new “on-the-street” journalist. These news field correspondent can leverage their own blog, Flickr, YouTube, or yet-to-be-invented social media solutions to provide real-time news. Scoble relates a personal example of living in the bay area during the earthquake of 1989. At that time, the news was too centralized to the “hot” news spots, while the thousands of other locations around the bay did not get covered — both good news (like, hey we’re okay in this part of town) and other trouble spots. Digital photos, cellular communications, broadband web connectivity, WordPress and Blogger.com are challenging news outlets. Scoble gives his recommendation of how these outlets — and the journalists struggling to keep their own jobs — need to change to include this new type of field correspondent. Between cell calls, Brad Baldwin talks to Robert while driving from San Francisco to PodTech’s new offices in Menlo Park. [...]

  8. Raj: we’re working on all of that. Coming soon.

  9. Raj: we’re working on all of that. Coming soon.

  10. raincoaster says:

    FYI the blenders Starbucks uses for frappuccinos have more RPMs than a Ferrari. I know because I used to work there and we compared when some guy was bragging about his car.

  11. raincoaster says:

    FYI the blenders Starbucks uses for frappuccinos have more RPMs than a Ferrari. I know because I used to work there and we compared when some guy was bragging about his car.

  12. Eric Rice says:

    I can’t believe I’m posting a first-ish post on this, heh, but I found this a few weeks ago, not through YouTube, but through their actual site Will It Blend? is a corporate vlog. A great one.

    Something to note that even corporate videos, plainly marked, are being put into the category of user-supplied content; advertising it seems, is part of our pop culture that we celebrate, especially when the entire content is the ad– and entertaining.

  13. Eric Rice says:

    I can’t believe I’m posting a first-ish post on this, heh, but I found this a few weeks ago, not through YouTube, but through their actual site Will It Blend? is a corporate vlog. A great one.

    Something to note that even corporate videos, plainly marked, are being put into the category of user-supplied content; advertising it seems, is part of our pop culture that we celebrate, especially when the entire content is the ad– and entertaining.

  14. The New 30 Second Spot

    Does your company make something extraordinary? BlendTec does and here’s a 50 dollar advertising campaign right there, including the cost of the rake. It’s been watched 280,000 times, favorited 474 times and has 113 comments, not bad ROI.

  15. [...] Just found an amazing series of videos linked from Scoble’s blog. For $50, a blender manufacturer filmed a series of “extreme blending” videos and put them up on YouTube. Five days later they had over 6 millions hits on willitblend.com and I have to think that they’ve sold more than a few blenders. Given that we’ve burned out several lesser models in our kitchen, I’m certainly interested. Read the entire story to learn more. [...]

  16. ariel says:

    Posted this a while ago… $50 or not, the blender itself costs $400. One commenter I found had actually bought it, quite amazing.

  17. ariel says:

    Posted this a while ago… $50 or not, the blender itself costs $400. One commenter I found had actually bought it, quite amazing.

  18. Jenny says:

    This is designed by Kelly Dobson at MIT.

    http://web.media.mit.edu/%7Emonster/blendie/

    Her blender is voice controlled; and her video is pretty funny.

    I’d love to have a monster-voice activated franken-blender for my summer parties.

  19. Jenny says:

    This is designed by Kelly Dobson at MIT.

    http://web.media.mit.edu/%7Emonster/blendie/

    Her blender is voice controlled; and her video is pretty funny.

    I’d love to have a monster-voice activated franken-blender for my summer parties.

  20. [...] scobleizer lien trackback | ajoutez un commentaire  # lien permanent vers cette note catégories : blogosphère, viral, video, international Vous aimez ce post? [...]

  21. [...] Will it blend? Yes it will and it will blend up some great marketing for Blendtec. This series of video’s they posted on YouTube “was viewed five million times and had 10,000 comments.” Now that is what I call marketing genius. I had seen this video early on and then read a post over on the Scobelizer blog about it as well. Then I listened to the Interview over on Rocky Mountain Voices and felt that I had to share this info here on “Where RSS Meets Media”. They have a series of video’s, that they plan on continuing, here is on of my favorites: Will It Blend? – The Movie [...]

  22. [...] It’s not about YouTube though. It’s about the blender. The blender is responsible for the millions of page views and blogosphere chatter, not YouTube. [...]

  23. hooniebear says:

    If you like blender videos, you should check out this commercial (not for the squeamish…)

  24. hooniebear says:

    If you like blender videos, you should check out this commercial (not for the squeamish…)

  25. [...] reach and popularity of YouTube is definitely a great marketing tactic. There have been several instances already where YouTube has been leveraged as a branding – marketing [...]

  26. [...] stworzyć lepsze produkty. Dobry produkt sam się sprzeda za pomocą kampanii wirusowej, której koszt może nie przekroczyć $100. A poza tym – klienci sami będą reklamować produkty, które [...]

  27. Yeah sounds like an awesome blender I want one!