Blendtec's "Will it Blend?": A Viral Marketing Campaign

            


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

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2: More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.


 


Abstract:
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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.

Issues:

   Viral Marketing Campaigns
   Search Engine Optimization

Introduction

On December 28, 2008, Blendtec, a manufacturer of blending equipment, released a new iPhone application based on its popular "Will it Blend?" video series. The series of videos were part of a viral marketing campaign developed by the company to increase brand awareness...


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--vis the more conventional approaches?





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