The Byline: PR and Marketing Insights from Eiler Communications

I am not one of those people who thinks YouTube is a good PR tactic for every company in every industry. However, I do think it can be a great way for a company to build awareness and buzz, as long as the videos are interesting enough to stand on their own and they support the brand. Case in point, the Blendtec “Will it Blend?” campaign, initiated last year.

Legend has it (and by legend I mean the Wall Street Journal) that the first director of marketing for Blendtec discovered that the CEO routinely tested the blenders by feeding them unlikely and challenging material - like 2-by-2s. The marketer instantly thought it was a great idea for a low-budget video series, and one that the YouTube audience would digg (pun intended). The videos initially cost $50 to put together. No actors, no special effects. Just the CEO, the Blendtec logo in the background, a camcorder and some creative blending recipes: marbles, a tiki torch, hockey pucks, glow sticks. Would they blend? I won’t ruin the surprise.

Soon, hundreds, then thousands of YouTubers were watching the series and writing in to suggest blendable items. Next came the media, with coverage and commentary on the Blendtec “campaign” by major national publications and bloggers. And then, with the buzz, came sales, which increased by 43 percent that same year.

What can we learn from the creativity and simplicity of “Will it Blend?”, which just updated its series with a Chuck Norris action figure special this week? Well, the videos were interesting and fun. But they also had a point: Blendtec blenders can blend anything. Except Chuck Norris.

Posted by Rebecca

My favorite episodes:

Will it Blend: iPhone
Will it Blend: glow sticks
Will it Blend: magnets

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