Blendtec's high-end blenders will cost you $439.95. But just wait til you see them in action -- Blendtec has a series of videos called "Will It Blend," in which CEO Tom Dickson tests the company's blenders on everything from glow sticks (it makes a glowing smoothie out of them in minutes) to expensive technology. Groundswell discusses its destruction of the original iPhone. Blentec has since pulverized the iPad. And, now it has proven that the iPhone 4 is no match for its Wildside Blender.
Groundswell goes into just why these videos are effective. They are produced for relatively little, and there's no need to buy time for them on television networks -- they are racking up millions of views on willitblend.com and on YouTube. Moreover, they entertain rather than shout at customers.
The iPhone 4 video is no different and demonstrates just how good this company is at talking to the Groundswell. In addition to the usual formula of blending something to smithereens, this video parodies the incident of Gizmodo buying the new iPhone after it was found in a bar. It even includes a nod to the viral sensation "Don't tase me, bro" video.
Blendtec's video is savvy. It knows it doesn't exist in a vacuum and makes itself stronger by incorporating other internet phenomena that its audience will recognize. Most importantly, the video won't just gain the company customers -- it will gain it fans.
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1 comment:
Great post - I also love those videos and think they are a great example of a company that took advantage of social media. I think the other underlying lesson is that they do have a superior product, which is key to any social media success. I also love the original one where the guy says iSmoke!
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