From golf clubs to iPods, everything goes into the Blendtec blender--and everything comes out pulverized. In an environment where millions of online video ads are vying to get seen, Blendtec's "Will it Blend?" series is a seemingly effortless success. Their videos are blogged about, featured on YouTube, and forwarded endlessly--and they make it look easy.
But it's no accident that these videos are successful. There are several distinct lessons we can learn from the Blendtec campaign. If you apply these to your own video-making, you have a good chance of sharing in the success.
Lesson 1: Keep it short. A few successful virals have gotten away with a long running time, but the vast majority get their message across in under a minute. The Blendtec is no exception to this rule. It only takes a few seconds to reduce the blender's victims into mush. Viewers stay interested, and Blendtec gets its message across in a concise and powerful way.
Lesson 2: Get a catchy title. The "Will it Blend?" slogan has an almost Zen-like quality to it that makes it funny--and it's easy for viewers to remember and repeat to their friends. Even better, it's quite easy to translate into an actual brand. Blendtec has already applied it to other efforts it wants to draw attention to: "Will it Blog?" "Will it Return?" and more. People like the saying for its humor, and Blendtec can use it to generate goodwill and consumer attention to other products and publicity efforts. The repetition strikes viewers as humorous, not obnoxious.
Lesson 3: You can make it look low-budget. In keeping with the roots of online video, the folks at Blendtec aren't spending a huge amount of money on the set design on these ads. It may look like they spend more money on the things they put in the blender than they do on production but a good quality camera and great sound quality is going to be key as well as a well thought out editing. The low key look keeps the videos firmly in line with the homegrown, backyard-video feel that most online viewers are used to but viewers are not so forgiving of poor quality sound of images.
Lesson 4: Make it a bit rebellious. Putting baseballs, action figures, glow sticks, and magnets into the blender is a prank mischievous university students might try once after having a few too many drinks at a party. With Blendtec, it looks like one of those kids graduated, started his own blender-manufacturing company, and continued the hilarity into adulthood. People like these videos because they remind us of things we might have tried--or wanted to try--as kids, made funnier because it's a middle-aged company president doing the blending.
Lesson 5: Showcase the product. Despite all the prankish fun, however, this video does a great job of making their product look good. Any blender that can pulverize cubic zirconium into dust can make short work of some ice cubes for homemade Margaritas. They're funny and edgy, but they manage to put their product in the best light possible--all without making you feel like you're being "sold." This is a rare skill in advertising, and one that works every time.
Lesson 6: Make sure you can repeat it. Your online video might be tremendously successful, with thousands or even millions of views. But that doesn't mean the success will last. Most viral videos don't retain their popularity any longer than a month or so; many don't last longer than a week. There's always something newer, fresher, and funnier coming up behind you.
Blendtec has this covered. There's an endless amount of blender fodder out there. They even capitalize on the latest technology trends by blending iPods and iPhones in their demonstrations. Their concept is perfect for repeated use, and they usually manage to make it relevant. They can stay new, fresh, and funny without straying from their core message, and they can use current technology to ensure they'll get more links.
Lesson 7: Encourage spoofs. There's an old saying in television: you're not truly successful unless you've been spoofed. There are plenty of "Will it Blend?" spoofs out there, where people try the same stunts in more low-budget blenders. Blendtec encourages this in their blog, where they actively seek out and feature the funniest spoofs. They've even got one by the director of The Science of Sleep.
Spoofs are great for business because they encourage customers to become invested in the product. They also spread your idea far and wide--if someone hasn't heard of Blendtec, chances are they'll want to look up the "Will it Blend?" videos after they see a decent spoof. The more popular your idea, the more likely people will spoof it in their own videos.
Incorporate these important qualities into your own online video, and you're likely to have a winner. You don't need a huge production budget, but you do need an ability to have fun with your product. Choose a slightly edgy and rebellious concept that makes your product or company look good, but don't take yourself too seriously. Strike the right balance, and you could be one of the lucky few with an online video that goes viral.
But it's no accident that these videos are successful. There are several distinct lessons we can learn from the Blendtec campaign. If you apply these to your own video-making, you have a good chance of sharing in the success.
Lesson 1: Keep it short. A few successful virals have gotten away with a long running time, but the vast majority get their message across in under a minute. The Blendtec is no exception to this rule. It only takes a few seconds to reduce the blender's victims into mush. Viewers stay interested, and Blendtec gets its message across in a concise and powerful way.
Lesson 2: Get a catchy title. The "Will it Blend?" slogan has an almost Zen-like quality to it that makes it funny--and it's easy for viewers to remember and repeat to their friends. Even better, it's quite easy to translate into an actual brand. Blendtec has already applied it to other efforts it wants to draw attention to: "Will it Blog?" "Will it Return?" and more. People like the saying for its humor, and Blendtec can use it to generate goodwill and consumer attention to other products and publicity efforts. The repetition strikes viewers as humorous, not obnoxious.
Lesson 3: You can make it look low-budget. In keeping with the roots of online video, the folks at Blendtec aren't spending a huge amount of money on the set design on these ads. It may look like they spend more money on the things they put in the blender than they do on production but a good quality camera and great sound quality is going to be key as well as a well thought out editing. The low key look keeps the videos firmly in line with the homegrown, backyard-video feel that most online viewers are used to but viewers are not so forgiving of poor quality sound of images.
Lesson 4: Make it a bit rebellious. Putting baseballs, action figures, glow sticks, and magnets into the blender is a prank mischievous university students might try once after having a few too many drinks at a party. With Blendtec, it looks like one of those kids graduated, started his own blender-manufacturing company, and continued the hilarity into adulthood. People like these videos because they remind us of things we might have tried--or wanted to try--as kids, made funnier because it's a middle-aged company president doing the blending.
Lesson 5: Showcase the product. Despite all the prankish fun, however, this video does a great job of making their product look good. Any blender that can pulverize cubic zirconium into dust can make short work of some ice cubes for homemade Margaritas. They're funny and edgy, but they manage to put their product in the best light possible--all without making you feel like you're being "sold." This is a rare skill in advertising, and one that works every time.
Lesson 6: Make sure you can repeat it. Your online video might be tremendously successful, with thousands or even millions of views. But that doesn't mean the success will last. Most viral videos don't retain their popularity any longer than a month or so; many don't last longer than a week. There's always something newer, fresher, and funnier coming up behind you.
Blendtec has this covered. There's an endless amount of blender fodder out there. They even capitalize on the latest technology trends by blending iPods and iPhones in their demonstrations. Their concept is perfect for repeated use, and they usually manage to make it relevant. They can stay new, fresh, and funny without straying from their core message, and they can use current technology to ensure they'll get more links.
Lesson 7: Encourage spoofs. There's an old saying in television: you're not truly successful unless you've been spoofed. There are plenty of "Will it Blend?" spoofs out there, where people try the same stunts in more low-budget blenders. Blendtec encourages this in their blog, where they actively seek out and feature the funniest spoofs. They've even got one by the director of The Science of Sleep.
Spoofs are great for business because they encourage customers to become invested in the product. They also spread your idea far and wide--if someone hasn't heard of Blendtec, chances are they'll want to look up the "Will it Blend?" videos after they see a decent spoof. The more popular your idea, the more likely people will spoof it in their own videos.
Incorporate these important qualities into your own online video, and you're likely to have a winner. You don't need a huge production budget, but you do need an ability to have fun with your product. Choose a slightly edgy and rebellious concept that makes your product or company look good, but don't take yourself too seriously. Strike the right balance, and you could be one of the lucky few with an online video that goes viral.
