Blendtec's "Will it Blend?": A Viral Marketing Campaign
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Details
Case Code : CLMM042
Publication date : 2009
Subject : Marketing Management
Industry : Consumer Appliances, IT
Length : 04 Pages
Price : Rs. 100
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Key words:
Blendtec, Will it Blend? viral marketing, Apple iPhone, iPod, iTunes, blender, YouTube, Chuck Norris, revver.com, Weezer, Pork and Beans, Ed-FM, Dickson, search engine optimization, AdWords, willitblend.com
Note
1: This caselet is intended for use only in class discussions.
2: More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US
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Abstract:
In December 2008, Blendtec, a company that manufactured blenders, released a new iPhone app based on its popular viral marketing campaign called, "Will it Blend?" The case talks about the development of the viral marketing campaign, and the reasons why it was considered one of the best viral marketing campaigns ever. It also talks about the way the campaign itself became a new revenue stream for the company, and discusses the relative advantages and disadvantages of viral marketing campaigns.
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Issues: |
Questions for Discussion:
1. While Blendtec's viral marketing was successful, do you think it would work for all companies? Why or why not?
2. When compared to other forms of marketing, how effective is viral marketing? What are the possible advantages and disadvantages of viral marketing vis-à-vis the more conventional approaches?
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