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Posts Tagged ‘Blendtec’

As we all know by now, social media opens up new doors for businesses large and small; but who is pushing the limits and creating their own opportunities and becoming a “Big Brand” in the new world of social media?

Blendtec’s “Will it Blend?” campaign promotes its blender and similar products on YouTube as a way to market in low cost manner. Tom Dickinson, the CEO, attempts to blend objects such as an iPhone, 50 marbles, an air soft gun with bee bees, all of which end up as dust. These videos are short, silly portrayals of how this blender will work with anything you throw into it. Blendtec’s YouTube videos, also Facebook and Twitter pages,  were successful in setting their products apart from others like it in a creative and innovative way using social media that resulted in positive feedback and increased business.

Burger King is another company that has been testing the waters of social media, and marketing in general for that matter. I’m sure you all have seen the string of “Whopper Virgin” commercials on TV and perhaps even visited the website; well, following this campaign they began a Facebook application where you could sacrifice 10 friends by removing them from your friends list, to win a free whopper. The application quickly gained over 20,000 users who sacrificed over 200,000 friends. However, because of privacy issues, Facebook had to take away the application. Burger King did use a different concept than social network users are used to though, because instead of inviting friends to the app or gaining new friends, which is what these networking sites are intended for, they had you delete friends to promote the legendary Whopper.

Another great example of testing social media is Ford when promoting their new Fiesta. They gave 100 people, in their twenties, each models of the car in hopes that they would share their experiences with it over a six month period. None of their volunteers had any experience with advertising and this tactic was especially more risky than those of Blendtec and Burger King, because they were not sending the messages, their customers were. This I think is the true nature of social media, allowing the audience to have control of the messages. Ford could have received a great amount of backlash and a huge tarnish on their reputation, but in this economy and struggling times, they sought to start from the bottom, let the people do the talking for them and hope for the best. It was complete transparency into their flaws and into the true “Ford experience.”

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