In its second-largest acquisition, Amazon buys the company for $970 million.
A search on Blendtec’s signature title “Will It Blend” at YouTube returns 586 videos. Interestingly, only a fraction have been posted by Blendtec. The rest are responses to Blendtec’s videos or are fans creating spoofs.
Blender manufacturer Blendtec has had huge success with its entertaining Will It Blend videos on YouTube and at WillItBlend.com, with the company reporting record sales of blenders following the video campaign. Today, a search on “Will It Blend” at YouTube returns 586 videos. Interestingly, only a fraction have been posted by Blendtec. The rest are responses to Blendtec’s videos or are fans creating spoofs.
“This is amazing – and this is just on YouTube,” says George Wright, Blendtec’s marketing manager. “Every day there are video responses to Will it Blend videos that are submitted. Some of the responses are very creative and fun.”
Many of the spoofs rip off the distinctive Will It Blend theme music and many of the people who appear in the videos mimic Blendtec CEO Tom Dickson’s manner of speaking and acting, even to copying his putting on and taking off safety goggles. Wright adds, however, “We certainly do not condone people attempting ‘do not try this at home’ blending challenges.” Dickson is speaking at the Internet Retailer Conference & Exhibition, June 4-7 in San Jose, in a session entitled Web-TV: The Medium Is Once Again A Message about Brand Marketing.
The videos have proven so popular that when Blendtec’s upload of the blending of an iPod was slow to appear at YouTube, fans went to Blendtec’s WillItBlend.com, grabbed the video from there and uploaded it to YouTube. By the time Blendtec’s iPod video finally showed up at YouTube, fans had already uploaded five other copies.
“I was blown away with the response when we posted the iPod video,” Wright says. “For some reason, it took several hours to post our video on YouTube. By the time our video finally posted, there were five other people that downloaded the iPod video from WillItBlend.com, and posted the exact same iPod video to YouTube under their name. The amazing thing was that these vids were posted before the official Blendtec video posted.”
Blendtec loves the awareness that the responses and spoofs create, Wright says. “The intent of viral videos is to allow the content to be distributed through the web – so this is all good stuff,” he says.