Will It Blend for Blendtec
Will It Blend, www.willitblend.com, is today’s Site of the Day.
Blendtec, a division of K-TEC, was founded by Tom Dickson in 1975. The company developed blenders, dispensers, and mixers, initially for commercial use. With the popularity of products such as smoothies growing, it was time to promote the range of blenders for home use. George Wright, marketing director at Blendtec, discovered that Dickson was testing the bearings on blenders by reducing 2X2 boards to shavings. Together they formed the concept of taking extreme blending to the YouTube community.
In October 2006 Dickson began a series of videos on the Blendtec YouTube channel, demonstrating the capacities of the blender. Will it blend? That is the question asked in each of the videos. Dickson, dressed in a white lab coat, showed us what happens when you blend 50 marbles, a rake handle, an extra value meal, coke and cooked chicken, golf balls, credit card and a coke can. The concept was an immediate hit and led to appearances on The Today Show, The Tonight Show, CBS News, CNBC, VH1, Food Network.
The most popular blending videos are from 2007 – the iPhone and iPod. The iPhone is mixed into black dust and iSmoke using the Smoothie button. The remains were sold on eBay, along with a DVD and shirt, with the proceeds donated to Primary Children’s Medical Center.
Click on the image below to play the iPhone Blending video in YouTube
The Willitblend.com site was set up to make the most of the huge interest in the videos. Viewers can become customers, purchasing the Total Blender used in the demos. The site provides another look at the videos, divided into the categories of “Don’t Try This at Home” and “Try This at Home”.
There’s a section, “Friends of Will It Blend”, which brings in co-presenters. Take, for example, Seth Godin, whose concept of “Meatball Sundae” is put to the test. Godin responds with his own recipe.
Click on the image below to play the video in YouTube
Interestingly enough, Blendtec are blending their own advertising with the marketing aspirations of others. The last seven videos show evidence of cross promotion for the Rubik’s Cube, the Wii Remote, Grand Theft Auto IV, Weezer Pork and Beans, Mario Kart Wii Wheel, the iPhone 3F and Nike.
The Will It Blend videos are filmed in Utah, produced by Kels Goodman, graphic artist Jonathan Wells, and webmaster/creative consultant Ray Hansen.