Chances are that sometime in the past few months, you’ve been introduced to the phrase “Will it blend?” Unless you’ve been hiding under a rock, you have probably seen Blendtec’s fun and innovative videos somewhere on the internet. Presented by Blendtec founder and all-round blender junkie Tom Dickson, Blendtec is the smash-hit viral video franchise of late 2006. (Here’s a selection: light bulbs, golf club, iPod)
I asked Tom some questions about Blendtec and their campaign earlier this week. Here’s the interview:
Squid: Tom, can you give us some history of your involvement with blenders and blending? How did you get into this line of work?
Tom Dickson: I have been building blenders for 15 years. Since I was a kid, I was always interested in making things perform better. From go-carts, motorcycles and cars to grain mills, blenders and dispensers, I have a passion for engineering improvements that make things run better.
How did you guys come up with the “Will It Blend?” campaign? Why did you choose to go with internet video instead of a more traditional marketing campaign?
Will it Blend? is really a public demonstration of the kinds of things that I have been doing for years. The way to measure performance is to place it in an extreme situation. Every time I would jam a 2×2 board into a blender, people in the plant would watch. The decision to tape these tests and place them on the web was a cost effective way to demonstrate that Blendtec blenders are not your typical blenders.
When did you know that you had a hit on your hands? Has the videos’ popularity translated into increased sales?
The videos were placed on the internet in early November. Within just a few short days, we had millions of views. The campaign took off almost instantly. We have definitely felt an impact in sales. Will it Blend has had an amazing impact to our commercial and our retail products.
The campaign is all about brand awareness. Helping us to build top-of-mind awareness and establish Blendtec as the premier blender manufacturer.
Presently you’ve made nearly 40 blending videos - how long will you keep on blending?
We continue to have a blast making the videos. Though the intensity of the schedule will adapt, we will always be up for a new challenge. The campaign will migrate into other marketing efforts and continue in one form or another for years.
What safety precautions do you take? (Especially concerning the dust/smoke that you’re always telling US not to breathe!)
“Dont Try This at Home!” experiments should not be attempted by people at home. At Blendtec, we are blending professionals and take appropriate safety precautions. Every challenge is different and as such will require unique precautions.
Our willitblend.com website is divided into two segments. We do encourage people to try the try this at home experiments at home for your own will it blend challenges.
Which item was the most fun to blend?
They are all fun. The iPod was interesting for me, in that it really was my iPod and I had an emotional attachment to it.
Finally, your videos are proof that Blendtec blenders can handle tough stuff - so what makes a great blender?
Blendtec technology is unique. Our powerful motors, computer controls, direct coupling, aggressive jar and blade design, blend cycles etc. etc. all combine to make an awesome blender. (Keep in mind that this is the entry-level blender for the Blendtec product line.)
Thanks for your time, Tom, and thanks to Blendtec marketing manager George Wright for facilitating the interview. All of the Blendtec videos are available at willitblend.com or via YouTube.
dickson is realy stupid!
The consequences of this action is very bad because it’s shocking poor people when this dickson destroy high tech product. He is the perfect bad example of the people who make polution on the planet. Lot’s of international organisation wish to denounces the example he gives. Also he gives a very bad reputation for blendthec product and american people! In fact, children take his exemple of experiments and many of them are now in hospitals! His expériments has any scientist action!