Blendtec
"Will It Blend?" videos on YouTube
Blendtec, a maker of retail and commercial blenders, leverages YouTube to distribute its viral videos. Started in 2006, the videos have become so popular that they are among the top subscribed videos of all time. Of the 77 different videos, their popularity ranges from 59,000 views to more than 5.6 million.
The videos, which spoof a scientist in a laboratory, are humorous and interesting. In the experiment, the lab-coated technician demonstrates the Blendtec's power by blending items from iPhones to sneakers to golf balls. The videos are successful not only because of their viral nature, but because they emphasize the brand and utility of the blender, without a hard sell.
Why Blendtec's approach is successful:
- Provides entertaining and interesting content
- Enhances the product's brand attribute
- Allows for easy consumption
