Social Media for Business by Linda Coles

Author:Linda Coles
Language: eng
Format: epub
ISBN: 9780730345787
Publisher: Wiley
Published: 2017-05-19T00:00:00+00:00

Real story: Blendtec annihilates to show its strength

Back in 2010, a regular household name in food blenders, Blendtec, was looking for something a little more innovative to catch its audience’s eye and gain valuable exposure at the same time. Why not see what the blender can successfully blend? A whole series of videos was created over a period of time demonstrating different items being blended, with the most popular item being the iPhone. With a channel creating videos with over 250 million views of the ‘mad professor’—who was in fact the founder of Blendtec, Tom Dickson—blending items such as the iPhone to dust, Blendtec’s name and sales quickly skyrocketed. The series of ‘will it blend’ videos blends all kinds of things, such as boxes of matches, a camcorder, Bic lighters and the iPhone 7. Dickson even blended what he termed as ‘Hillary Clinton’s emails’ on a smartphone in a stunt on TV around election time, as well as Obama’s golf club. The series is so popular you can buy T-shirts with the slogan ‘Tom Dickson is my homeboy’ on them. After many more different blending attempts, the videos still go on today, probably making the Blendtec channel one of the oldest running and most successful.

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