Behind The Scenes BlendTec Video Takes All The Fun Out Of Blending

RaganTV interviewed George Wright, VP of Marketing for BlendTec, about the company’s ridiculous viral videos that feature company founder Tom Dickson blending things which should not be blended in the company’s flagship product.

Ragan’s link to the video said that the campaign was initially created on a $50 budget. Of course, now that they’ve blended iPhones, iPads and a copy of Guitar Hero III, the budget might’ve tipped up a little.

Sales are up 700 percent since before Will It Blend, claims Wright, though in a 2008 NYT article about the videos, the Times notes that “percentages can be misleading, and the private company doesn’t get more specific than that; [then-current marketing director Jeff] Robe concedes that commercial buyers still make up the lion’s share of Blendtec’s revenue.” (However, sell enough “Tom Dickson is my Homeboy” shirts and you might be able to get out of the blender biz entirely.)

But here’s our problem: this video doesn’t really capture the excitement of creating a viral video campaign. Even when Wright’s asked about which of the many, many videos Blendtec’s made is his favorite, he falls back to promoting the product rather than showing how much he loves the campaign.

Because of that, we’re embedding a video of Dickson blending some glowsticks after the Ragan one. So there.

Launch a social media campaign that will build your brand and deliver results in our online Social Media Marketing Boot Camp starting June 7. Speakers include Abigail Cusick (Bravo Digital), Gregory Galant (Sawhorse Media), Alex Leo (Thomson Reuters Digital), Jim Tobin (Ignite Social Media), and many more. Read the reviews.