Twitter launched in March 2006, and Facebook opened beyond college campuses to the general public that September — two new networks marketers are only beginning to figure out. But the campaign that actually proved a brand could build a business on YouTube came from an unlikely source: a $50 blender video.
2 Professionals
Worth Knowing This Year
- 01
Marketing Director, Blendtec
Noticed founder Tom Dickson liked testing blenders on odd objects and turned it into "Will It Blend?" — a $50 video series that racked up six million views in five days and helped drive a 738% jump in Blendtec's sales.
The campaign is already being held up as proof that cheap, native online video can outperform traditional advertising — a case "viral marketing" still has to make to most brands.
- 02
Founder & CEO, Blendtec
Was the on-camera face of "Will It Blend?", turning himself into one of the first executive brand mascots built entirely around online video.
His willingness to put a $400 blender — and himself — on camera turned an appliance company's founder into one of early YouTube's most recognizable characters.
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