Kyle Braatz, CEO
I am the co-founder of Netgen. When I am not initiating and stimulating creative ideas, I am training for triathlons or working on my charity: Typically Canadian. I am dedicated to living an adventurous life and using my fortunate experiences to help others.
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The best viral marketing campaign… ever?
The “Will it Blend?” campaign originated from newly hired, Director of Marketing, George Wright taking a tour of the Blendtec plant. The stop at the testing facility proved to be one of the most crucial breakthroughs in company history. With saw dust all over the floor George was introduced to a common testing practice, blending 2X2 pieces of wood. He had to see it in action and realized others (over 100 million others) would like to see it too.
The viral marketing campaign “Will it Blend?” which includes videos and a microsite was born. It’s simplicity and return on marketing investment are proof that viral marketing can and does work when the proper steps are taken to put together a Quality/Powerful Campaign.
What is Viral Marketing?
Viral marketing is a marketing technique that encourages online, peer-to-peer communication through distribution of provocative, entertaining and useful content, creating potential exponential growth in the message’s visibility and effect.
In other words, viral campaigns are self spreading campaigns whose messages and content(videos, pics, microsites, games etc) are passed on to friends who pass on to friends, who pass on to family, who pass on to friends and so on, reaching exponential growth because the content has shared value amongst the audience.
Quality vs Entertaining
I mention quality/powerful/value because many companies and marketers are rushing to put together viral campaigns that are shocking, evoke emotion, reaching millions of people without considering their target market, and the product/messages they are trying to sell. A viral campaign that is entertaining with no relation to the brand is not going to have the intended effect.
“Will it Blend?” evoked emotion of surprise (the shock of blending a rake) and joy (the realization of what this product can do). Most importantly it evoked emotions using the functionality of the product, showcasing its strengths, while still entertaining consumers enough to pass on the message.
Return on Viral Investment (ROVI)
That is why Blendtec went from a faceless company who sold $400 consumer grade blenders to a viral phenomenon reaching over 100 million people. From October 2006 to October 2007, BlendTec reported more than a 43% increase in online sales. With reports that since the first viral video sales have increased over 700%, turning Blentec from a modest company into a household name. Blendtec’s marketing now also serves as a profit center for the company; for example the videos have made over $50000 in ad revenue from Revver alone.
The Power of Viral Quality
The simplicity involved, the emotions evoked and the return on viral investment all make a strong case for “Will it Blend?” to be considered one of the best viral campaigns of all times. What sets it apart though from many out there, is that it didn’t just entertain, it provided product funtionality and created brand/product awareness that was powerful.
“Will it Blend?” is a perfect example of why NetGen does not just offer viral marketing campaigns, we strive to produce and develop Powerful Viral Marketing that relate to our customer’s brand/product, and engage their target audience.
