I’ve become an evangelist of this campaign and BlendTec Blenders because the tactic is fun and it works. If you haven’t seen it, it’s a real treat. I share it with friends just for fun. You can’t get more viral than that. Let’s take a closer look at the mechanics of the campaign and using video to build brand identity and loyalty.
Over time, BlendTec has built a true identity with its YouTube channel. Prior to the viral YouTube campaign the company’s brand identity was low. Using video was the brainchild of BlendTec’s new Director of Marketing in 2006. Remember YouTube was a new and unknown quantity back then and sharing video was an untested frontier. Regardless of the medium, it is always essential to align your strategy with your brand. BlendTec’s goal was to increase brand awareness.
So what about the idea? The generation of the idea was organic. BlendTec’s CEO and R & D Team had a regular practice of blending wooden boards to test the product and their marketing guy saw the opportunity.
Where are the opportunities in your organization?
What are you doing already that is interesting and noteworthy?
Authenticity is also a key to the success of Blentec’s campaign. Tom Dickerson, BlendTec’s CEO delivers the company’s message in an accessible, easy to believe way. The method of delivering a product demonstration in an inventive way added to the authenticity. The videos have style and accessibility. And they’re cheap to make but don’t look it.
Who in your company is passionate and authentic?
Who is participating in the community and may inspire others to join you?
Who can make your audience feel they have unique access?
The campaign also enlisted it’s customer base to submit ideas via an online form on their website. Thousands have submitted ideas since 2006. Today’s media environment demands interaction. All good marketing conversations have become two-way conversations.
How can you enlist your customer base and audience?
What can they tell you about their interests?
How can you create a call to action that produces interaction?
Cross promotion also strengthens this campaign. By blending an iPhone, The Will It Blend video lands on the first page for iPhone during a YouTube search. Look for ways to cross promote with other business and cultural icons.Use tags to connect to related to your video but that will help expand its reach. Tags help your video come up in search. Remember that YouTube is the second largest search engine.
Will It Blend is an enduring campaign that keeps reaping benefits for BlendTec. Brand identity increase 700%. It is an early viral video success story that remains as one of the most dramatic. Where are the opportunities for you?