Will It Blend

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Strategic analysis of the "Will it blend" viral marketing case

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Will It Blend

  1. 1. Strategic Management<br />&<br /> NewsViews<br />Gianpaolo Tepedino<br />
  2. 2. Strategic Management<br />MIMM 2010<br />One of the most difficult products to <br />try to advertise and sell?<br />Toothpick<br />Toaster<br />Blenders and mixers<br />Blenders and mixers<br />Panama hat<br />Gianpaolo Tepedino<br />
  3. 3. Objective: Increased brand awareness and sales of their line of blenders <br />Strategy:Viral marketing to create brand awareness<br />Ingredients (total marketing budget $50) <br />1) A lab coat<br />2) The URL www.willitblend.com<br />3) Any popular product<br />1<br />3<br />2<br />
  4. 4. But…what do they do with that? <br />http://www.youtube.com/watch?v=oRr7N7A4Wc0<br />
  5. 5. What did it happen? Did it work? <br />?<br /><ul><li> Total Blender retail sales grew 700% in two years
  6. 6. The videos have more than 5 million views on YouTube and more than 7 million views on their website
  7. 7. National media coverage that is equivalent to millions of dollars in advertising
  8. 8. New line of products (brand awareness) such as: T-shirts & DVD’s. </li></ul>- Advertising agreements with Apple , Google, Nike, AT&T…<br />- The SEO (Search engine optimization) value from their videos drives more traffic to their website<br />Blendtec auctioned the blended iPhoneon Ebay which sold for about $1,000. Those proceeds were donated to a children’s hospital<br />Extra<br />
  9. 9. Introduction of new product<br />
  10. 10. Where did I get the information from?...<br />BlendTec Blends the iPhone 4 to Pieces (June 25, 2010) http://www.techbitts.com/2010/06/blendtec-blends-iphone-4-to-pieces.html<br />Inspired in the following articles <br /> 8 Lessons in Creating Profitable and Viral Business Video from Blendtec and Shankman (May 06, 2010)<br /> http://www.openforum.com/idea-hub/topics/technology/article/8-lessons-in-creating-profitable-and-viral-business-video-from-blendtec-and-shankman-ramon-ray<br />Viral Video Pays Big at Blendtec<br />(November 13, 2008)http://www.findandconvert.com/blog/2008/viral-video-pays-big-at-blendtec/<br />
  11. 11. Thanks for your time…<br />

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