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Jul112007
Will it Blend?
11.Jul.2007 | 15:12
Blendtec is a US-based manufacturer of mixers, blenders & similar products. For nearly a year now they run a viral campaign called "Will It Blend?", which now boasts over 50 clips on Youtube. In every episode Tom Dickson, Blendtec's founder & CEO (really!), puts something strange into one of his high-quality mixers and asks: "will it blend?". And up until now, the answer was yes - for example when he turned a bunch of marbles into dust or a coke can (yes, the whole can) into a delicious smoothie!!
Although the results sometimes can get a little disgusting, I really love this campaign: it's based on a simple, genial idea, which is implemented in a perfect way and makes really good virals with millions of views. But the best thing: the most important element of each clip is the product! When people talk about one of those clips, they automatically talk about the mixer - which is where many other viral campaigns fail. All to often they only generate buzz about the clip itself, not about the product.
And why do I write about this campaign now, after 55 clips? Because yesterday Blendtec released a brand new clip featuring the best target of opportunity these days and I am pretty sure this will soon be the most watched "Will It Blend"- clip of all times:
I wonder how often Steve Ballmer will watch this clip? ;-)
Related: Check out Spiegel Online today for some interesting background info on Will It Blend (in German).
Although the results sometimes can get a little disgusting, I really love this campaign: it's based on a simple, genial idea, which is implemented in a perfect way and makes really good virals with millions of views. But the best thing: the most important element of each clip is the product! When people talk about one of those clips, they automatically talk about the mixer - which is where many other viral campaigns fail. All to often they only generate buzz about the clip itself, not about the product.
And why do I write about this campaign now, after 55 clips? Because yesterday Blendtec released a brand new clip featuring the best target of opportunity these days and I am pretty sure this will soon be the most watched "Will It Blend"- clip of all times:
I wonder how often Steve Ballmer will watch this clip? ;-)
Related: Check out Spiegel Online today for some interesting background info on Will It Blend (in German).
tagged Viral Stuff in Viral Advertising
Viral Stuff in Viral Advertising 
Reader Comments (3)
It blends! amazing!
I love viral videos! do u know http://www.weshow.com/us/videos/channel/show.action?channel=245" rel="nofollow">Odd and virals videos, they have lots of funny stuff...
[...] Das Besondere an dieser Kampagne ist nicht nur die Machart der Clips und der besonders trockene Humor, sondern - wie auch Björn festgestellt hat - dass das Produkt im Mittelpunkt steht und die Leute, die über den Viral sprechen auch automatisch über das Produkt sprechen. In Amerika sind die Virals mittlerweile so erfolgreich, dass der Slogan “Will it blend” zu einem feststehenden Ausdruck geworden ist, den die Firma für Fans auf T-Shirts vermarktet. [...]
sehr lustig und gut gemacht, danke für den hnweis und beste grüsse, clemens