The Next Viral Video: FedEx Dominos

Some people may never have heard of the Blendtec Blender, but a lot less people knew what it was before 2007. Blendtec’s blenders were a slow seller, and a product that was distinctly average in its industry. One day, back in 2007, the new marketing director of Blendtec, George Wright, was walking around the Blendtec building when he passed the CEO of Blendtec, Tom Dickson, carrying a 2X4. Dickson explained that he was on his way to the lab, where they frequently blended a variety of unusual objects in the Blendtec Total Blender for entertainment. Wright’s quick-thinking mind had an idea, one that would fully utilise the $50 that was reserved for marketing. Wright and Dickson came up with the Will It Blend? series, where Tom Dickson sees if certain objects can be blended in the Blendtec Total Blender. Dickson has successfully blended marbles, lighters, golf balls, iPads and iPhones. People can suggest new objects to be blended on the company’s Facebook Page, Twitter or website to totally capture that social media feel. Blendtec’s business has improved 700% since the Will It Blend? series, showing how social media can transform a brand’s value.