Blendtec Chief Executive Tom Dickson had an unorthodox method for testing his company's blenders: He used them to pulverize two-by-fours. His marketing director, George Wright, decided to videotape the exploits, adding other objects, from marbles to rake handles. Then they posted the clips to the Web.
The rest, as they say, is marketing history. Starting with an initial investment of about $50 for supplies, the pair since November has created and posted more than 25 low-budget videos, fielding hundreds of requests to grind up everything from an Apple (AAPL) iPod to a grandmother's false teeth. Dickson even appeared on the Today Show, where he pureed an entire rotisserie chicken, bones and all, with a can of Coke.
"Really our whole intent is brand awareness and market awareness," says Blendtec's Wright. "People will remember that there's a blender that will blend marbles if their blender isn't blending ice very well." He says Blendtec videos have been viewed more than 17 million times.
by Rachael King
(c) http://www.businessweek.com/technology/content/jan2007/tc20070116_610501.htm?chan=technology_ceo+guide+to+technology_online+video
what a great viral marketing?
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