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

1. Strategic Management & NewsViews Gianpaolo Tepedino

2. Strategic Management MIMM 2010 One of the most difficult products to try to advertise and sell? Toothpick Toaster Blenders and mixers Blenders and mixers Panama hat Gianpaolo Tepedino

3. Objective: Increased brand awareness and sales of their line of blenders Strategy:Viral marketing to create brand awareness Ingredients (total marketing budget $50) 1) A lab coat 2) The URL www.willitblend.com 3) Any popular product 1 3 2

4. But…what do they do with that? http://www.youtube.com/watch?v=oRr7N7A4Wc0

6. The videos have more than 5 million views on YouTube and more than 7 million views on their website

7. National media coverage that is equivalent to millions of dollars in advertising

8. New line of products (brand awareness) such as: T-shirts & DVD’s. - Advertising agreements with Apple , Google, Nike, AT&T… - The SEO (Search engine optimization) value from their videos drives more traffic to their website Blendtec auctioned the blended iPhoneon Ebay which sold for about $1,000. Those proceeds were donated to a children’s hospital Extra

9. Introduction of new product

10. Where did I get the information from?... BlendTec Blends the iPhone 4 to Pieces (June 25, 2010) http://www.techbitts.com/2010/06/blendtec-blends-iphone-4-to-pieces.html Inspired in the following articles 8 Lessons in Creating Profitable and Viral Business Video from Blendtec and Shankman (May 06, 2010) http://www.openforum.com/idea-hub/topics/technology/article/8-lessons-in-creating-profitable-and-viral-business-video-from-blendtec-and-shankman-ramon-ray Viral Video Pays Big at Blendtec (November 13, 2008)http://www.findandconvert.com/blog/2008/viral-video-pays-big-at-blendtec/

11. Thanks for your time…