Tom Dickson, CEO (executivo-chefe) da Blendtec® demonstra o poder monstruoso de seus liquidificadores (blenders, em inglês) no site www.willitblend.com (será que bate? – adaptação livre) fazendo batidinhas com todo o tipo de ingredientes.

O maluco já bateu isqueiros Bic, zircônias cúbicas, vários celulares, câmeras de vídeo e, para terror dos amantes da Apple, um I-phone ligado e em perfeito estado (terror especial aqui no Brasil, onde um I-phone ainda custa R$ 1.700,00). Os vídeos são ambientados em um set que mistura cozinha com laboratório, no qual o inabalável Tom, com cara daquele seu tio rico, ao som de uma musiquinha digna de sitcoms dos anos 50, destrói objetos de desejo em seus diversos liquidificadores.

Sem mais delongas, os vídeos:

I-Phone

Isqueiros Bic

Abraços e até mais.

Será que eu faria a mesma coisa nas circunstâncias do video abaixo?

… sim…não….! Quanto tiver um IPhone digo qualquer coisa

Ver mais em: http://www.willitblend.com/

Greetings, shitbricks.

As I’ve mentioned before, one of the biggest non-customer peeves about my job is making any blender-related item, namely the coffee shakes. Want to really chap my ass? Order something that’s not on our menu, like a chocolate, vanilla, or chai shake. Grrrr. Anyways, since what blows hardest about making these things is that the ice cream is always rock hard, is difficult to scoop out (and everyone should keep in mind that we use about a pint per shake, so you and your fat ass should consider that before ordering), and even harder to blend.

At the cafe, we use Blendtec brand blenders, which is a little more than your average home Black & Decker. Nonetheless, they can’t blend ice cream for shit and it makes my life 80% harder, so believe you me I was astronomically astounded when someone told me that there was a video of a Blendtec blender annihilating and iPod out there IRL. Naturally since the piece of shit can’t handle a chunk of freezerburned ice cream, I couldn’t believe the thing could take down a full electronic device. But….nonetheless.

I’ll believe this sham when they tell me that Dr. Blender also gets laid daily so….there you have it.

**Demitasse.

P.S. If it does indeed blend an iPod, I’m sure I can destroy a human corpse with The Blender. This could be positive. Hmmm….

I’ve recently bumped my centrifugal juicer over in favor of whole juicing in a blender in the battle to get more veggies into my child and more fiber into my spouse.

I happen to use a Vitamix, but Blendtec or any other home blender would do.  You might not get exactly the same “smoothie” texture, but give it enough water or juice base to liquefy and it should be good enough.  You will still get the fiber and pulp that a centrifugal juicer would strain out.

One of my new favorite resources for blend ideas to try is Natalie Savona’s “The Big Book of Juices.”

THE PROS

Here’s the good stuff about the book:

• A nice introduction covering the definitions of juice vs smoothie, how to select your equipment, how to select your ingredients, healthy additives etc.
• There is one recipe per page, quite a lot with gorgeous color photos. At the bottom of each recipe you get a chart with stars showing how that particular drink rates for energy, detox, immunity, digestion, and skin properties. Plenty of space to write in your own comments after trying a blend out.

• The recipes are in chapters by main kind of juice and then main ingredient.  For instance, you see “Vegetable Based Juices — Green Veg” followed by “Vegetable Based Juices — Root Veg.” The index in the back also can lead you to blends by specific ingredient — spinach, orange, apple, celery, etc.
• The back of the book has a quick reference charts.  One is for nutrients and what foods would have them. Another is for juices for different ailments and suggested blends for that ailment.

THE CONS

Here’s what I thought could be improved:

• The suggested blends don’t give precise, consistent measures across the book. Sometimes we get “tablespoons” and “milliliters” and other times we’re talking “handful” and “a bunch.”

I wish it had tried to give ingredients  in terms of weight like “2 ounces of blueberries”, and then give the resulting quantity  of juice in terms of volume like “makes about 3 cups.”  Whole jucing is tasty, but I don’t want to drink oxidized leftovers that have turned brown and unappealing. I find myself writing in that kind of commentary when I try blends out so I can remember how much a suggested blend makes. “Made Blue Healer today.  Made like it is, it filled about two  12 oz glasses.”

BOTTOM LINE

If you are going to get just one book on juicing, this one would be a good bet to cover most needs. It has plenty of ideas to keep you experimenting for a long time.  You are bound to find plenty that you like among the 400+ suggestions!

It’s funny that the migration of ad budget from TV to online isn’t because people don’t like watching TV. I would argue that traditional TV categorization is simply too limiting for your average online user who wants to watch what they’re interested in and now. It’s not so much an issue of the content being better online, but simply that users can more efficiently search, locate and watch video online than through their cable box TV guide, the only constraints being availability. This explains the continued growth of sites like YouTube and Hulu.

For social media marketers, video arguably is much more efficient and effective in eliciting responses from the audience (especially when done well). Many large brands have figured this out and moved quickly to export their very expensive commercials online, as well as taken steps in certain instances to create specific videos meant primarily for online consumption. For small companies however, online videos can be even more powerful and effective as compared to a traditional TV spot. Two of my favorites are below:

TOMS Shoes

BlendTec

I chose these videos because they very effectively elicit strong responses (TOMS Shoes: inspiration/charity; BlendTec: Humor, WTF?), but also because they look to have been produced with very doable budgets. No fancy special effects or celebrity spokespeople, just good ideas that translated to engaging video.

It’s no wonder that both of these have became phenomenally viral; TOMS Shoes video has been viewed 150k times and BlendTec’s video as of this post has been viewed a staggering 7.3m times.  Ah, the magic of free promotion!

It shouldn’t be that much of a surprise really; people loved what they saw and what makes social media so powerful is that it’s MUCH easier to share online videos (forward the link, retweet it, post it to FB, digg it, etc.) compared to TV spots which only become viral with word of mouth – when’s the last time you loved a commercial enough to record it and show it to your friend later???

I’d encourage folks to check out the YouTube profiles of both Tomsshoes and BlendTec for examples of great use of video in the marketing mix.

I’ve recently begun conversations with some folks that do video production and hoping to pick their brains on how to create effective videos on the cheap so I can share it. Until then, it’s clear that you need to be at least thinking about how you might go about getting videos up about your product/service and incorporating it into your strategy. Brainstorm it, come up with a good idea, bounce it off some friends to make sure it isn’t terrible, consider how you’d produce it yourself, then get a real quote and try and do the math on value vs. cost. Good luck!

More reading:
Macktalk on video integration.
e-Commerce guide on unleashing your inner video producer.

Some Business owners think YouTube Videos are for silly stunts of dogs riding skateboards, people dancing funny or individuals blending an iPhone. What use is all that? Well one of the three mentioned helped a company improve sales 500%

Blendtec makes the most powerful blenders in the world. So how exciting can that be? Everyone has seen carrots, tomatoes, celery being blended but an iPhone? Or what about blending a video camera? Or blending diamonds? What does this have to do with business? EVERYTHING!

Blendtec saw an opportunity to use YouTube and Social Media by thinking creatively. They wanted to market their blenders and their power but did it with humor. Their YouTube videos have been watched over 100 Million times.

What would that cost on Network TV? Millions. What did it cost on YouTube? Nothing. Sales of Blendtec since the videos were created have increased 500%.

So the lesson here is not about silly videos on YouTube but how to capitalize on them. I’m not saying you need to go stick your computer in a blender to get business. Just think outside the box and create some excitement for your business because if blendtec can make their business exciting so can you and if you can’t then just blend an iPhone instead.

Licensed under a creative commons share-alike. Use freely and link to huddleproductions.com

Evidently I’ve been living under a rock in a dark corner of the Interwebs for sometime now.  Yesterday before I left work, Blendtec came up in conversation.  I said I’d never heard of it or its YouTube videos and I was met with an intense “WhAAAT!?”.  Someone please tell me that they’ve never heard of them either and I won’t feel so bad. But wow, what have I been missing?!

The first video I watched was when Tom Dickson, official blendmaster, completely obliterated an iPhone.  It certainly doesn’t show the durability of Apple’s product but he doesn’t stop at just the iPhone.  Everything from golf balls to glow sticks to Guitar Hero III meet their demise at the hands of Tom and the Blendtec.

Kudos to Ford Motor Company for seeing the value in the Blendtec videos and promoting their 2011 Ford Fusion made with boron steel.  Who wouldn’t want to market their product on a YouTube channel that has over 83 million views?

A couple weeks ago they started their “So you think you can BLEND” contest.  If you can submit a video of a recipe, make it popular via social media and have your friends vote on it, you can win a free Blendtec blender.

It looks like they have their own Twitter account and there are multiple brand advocates on Facebook, can’t complain about that.  So if they keep the great and entertaining videos coming, I’ll keep watching.

I wonder if the Ad Mavericks blog would blend?

I doubt it.

Author: Spencer Anderson
www.lessingflynn.com

:: :: :: :: :: :: :: :: :: :: ::

Today I came across another ad that simply keeps spreading the thinking of  interruption marketing on the web. Besides the fact that the website below as a lot of ads, the one in the middle is just annoying, and one of those banners that as you scroll up or down it follows, covering the text that indeed you’re looking forward to read.

So the point when mentioning again the awareness vs engagement, is that you can get a lot of awareness here – buy ads, buy more ads, buy more and more ads, and people will notice your brand! Great, but will they buy it? Will they get out of their own way to click, read, spend time learning more, send an email asking for more information, pick up the phone and call your company asking about your service, schedule a meeting and eventually convince others or themselves to close a deal with you? just because you interrupted them when they were reading something that they were interested in and the ad didn’t went out of their way so easily?

What attracts companies to keep working like this is that if you buy a lot of ads, spend a lot of money, get a lot of impressions and eventually some clicks – Yes.. Eventually someone will buy it! But the percentage of that “someone” compared with the money spent or impressions, i.e. conversions, will be probably not relevant, not worthy, insignificant within lower budget opportunities. You can build high awareness, but low CTR’s, in the same way you interrupt people to make them buy your products, but you don’t engage them to build your brand and eventually buy your products in a sustainable way.

Key thing here is to stop interrupting people and start thinking on how you could engage and spread the word about your brand, make a better product, make a better marketing campaign that doesn’t annoy a lot of people, build interaction, fun, curiosity, help people solve their problems, communicate how you can help people solve their problems, integrate different channels, innovate, create something new, something worth to talk about, talk with people, change the way you handle the service, use the web to connect people on achieving something good, it can be free, or you can use ads to reinforce your message, not to interrupt people, use them to make people participate in something, not to try to find the “close this window” link. Want an example? Find them, create them! Below you can find two already.

www.twix.com

www.willitblend.com

: : :

George Wright, Blendtec’s VP of marketing and sales, shares success story with author of complete, task-based guide to developing, implementing and tracking video marketing strategy

August 3, 2009 — YouTube and Video Marketing: An Hour a Day, by Greg Jarboe, tells how “Will It Blend?” increased Blendtec’s sales 700%. George Wright, Blendtec’s vice president of marketing and sales, a complete, shares the details of his success story in Jarboe’s complete, task-based guide to developing, implementing, and tracking a video marketing strategy.

In Chapter 11 of the new book, Wright tells Jarboe the story of Blendtec, a small, Utah-based manufacturer that makes highperforming, durable blenders for commercial use and a newer line of home appliances. Wright created a YouTube and video marketing campaign called “Will It Blend?” Wearing a white lab coat and safety glasses, Tom Dickson, the company founder, takes everything but the kitchen sink, sticks it in a blender, and says, “Will it blend? That is the question.” While the item is blended, he smiles and waits for the process to end. When it does, he empties out the contents, and the subtitle “Yes, it blends!” appears.

Wright tells Jarboe, “Before joining Blendtec, I handled PR at a steel mill and marcom for a major pump and valve manufacturer. My budget was huge at these other companies. But that was different at Blendtec, which had a wonder product but no marketing. However, we did have a video producer and equipment already to create instructional videos for our commercial customers. Then I happened upon owner Tom Dickson feeding a 2×2-inch wooden board into a commercial blender as part of a destructive test and found it fascinating. I thought that others might get a kick out of watching the process, and the idea for creating a video was born. I wrote a marketing strategy entitled ‘Blending Marbles.’ Then…I spent $50.”

Wright adds, “I’m always blown away by ‘Will It Blend? – Marbles.’ That was the question I asked in my original marketing strategy. We put a bag of 50 marbles into a Blendtec blender. And yes, it blends! Blending a dozen glow sticks was also fun. When we turned the lights off for effect, our 12-hour lantern was engaging.”

Some of the best videos Bledtec has done to date are in the playlist in its YouTube channel, including, “Will It Blend? – iPhone,” which has more than 7 million views. According to Wright, this new form of marketing has delivered a 700% increase in sales for Blendtec. The company has also used YouTube and video marketing in the past year to transform itself from being focused on business-to-business to being focused business-to-consumer sales.

Published by Wiley, YouTube and Video Marketing: An Hour a Day is now available for purchase. This 504-page guide provides extensive coverage of keyword strategies and video optimization, distribution and promotion strategies to other sites and blogs, YouTube advertising opportunities, and crucial metrics and analysis. For more information about the paperback book or to read excerpts of Chapters 1 and 11, go to www.wiley.com/go/youtubehouraday.

Among the people providing advance praise for Jarboe’s new book is Jim Louderback, CEO Revision3. He says, “Sure you’ve heard about SEO, but what do you know about YTO? YouTube optimization is a brand new science, and almost no one knows more about it as Greg Jarboe. The quirky, revolutionary YouTube is nothing like Google – even if they are part of the same company. But with this book, you can now learn how to optimize – and get the most out of – YouTube. The internet is going video, YouTube is synonymous with video on the internet, and now with this book you’ve got everything you need to profit from these megatrends. Congratulations to Greg Jarboe for making such a complex topic easy to understand, and actionable as well!”

For more information, contact Jamie O’Donnell at SEO-PR (415-643-8947/Jamie.odonnell@seo-pr.com) or Ashley Evens at Wiley (201-748-6702/aevens@wiley.com)

Fonte:Blendtec

DO NOT TRY THIS AT HOME. But if you do, send us video or pictures, ok?

I ordered the Blendtec yesterday!!  I am going to fix some of those problem cameras and lenses.  I may try a green smoothies as well.

Firma Blendtec produkuje świetne blendery. Firma Blendtec wpadła też na świetny pomysł na wykorzystanie YouTube do promocji swoich produktów. Bardzo nietypowy pomysł. Miłośnicy programów takich jak Mythbusters czy Brainiac wiedzą, że programy te bazują na pierwotnej, chłopięcej potrzebie sprawdzania co się stanie jeśli… na przykład włożę pojemnik z benzyną do mikrofalówki. Taki jest też kanał Blendtec na YouTube. Tyle, że tutaj szalony Tom Dickson zadaje sobie niemalże szekspirowskie pytanie “Will it blend?” i natychmiast próbuje na nie odpowiedzieć, wkładając do blendera np. iPhone’a, avocado wraz z twardymi pestkami czy kostkę Rubika. Kanał Blendtec 197 176 subskrybentów i 3 780 236 i jest jednym z popularniejszych.

Blender służy do rozdrabniania i mieszania, zaś kanał firmy produkującej blendery służy do promocji własnych produktów. Tymczasem… Firma Olympus wprowadziła przed dwoma tygodniami nowy model aparatu cyfrowego Olympus PEN E-P1. Jest to nawiązująca do legendarnej serii PEN cyfrówka, która przy zachowaniu wymiarów aparatu kompaktowego, umożliwia stosowanie wymiennych obiektywów i nagrywanie filmów wideo. Aparat jest zaś zamknięty w stylowej, metalowej obudowie.

W dniu premiery iPhone’a 3G Tom zblendował własny egzemplarz, świeżo przyniesiony z Apple Store, przyprawiając o zawał serca niejednego miłośnika zabawek z nadgryzionym jabłkiem. Tym razem to moje serce zabiło mocniej, kiedy zobaczyłem na liście swoich subskrypcji na YouTube link lakonicznie opisany “Will it blend? Olympus PEN E-P1″. Nowy PEN bardzo mi się podoba i jestem już na liście oczekujących – za kilka dni będę miał swój własny egzemplarz. Tymczasem Tom Dickson z uśmiechem wrzucał do blendera lustrzankę cyfrową, kompakt, dyktafon i kilka przemielonych obrazów. Jaki efekt? Zobaczcie sami!

PRowcy! To się blenduje! Gratulacje dla firmy Olympus, która w bardzo kreatywny sposób wykorzystała YouTube do promocji swojego nowego produktu. Gdyby stworzyli własny kanał w tym serwisie, to ilu mieliby widzów? 100? 300? 1000? Odważny krok i umożliwienie przemielenia kilu swoich produktów dało rewelacyjny efekt i natychmiastowe dotarcie do kilkuset tysięcy subskrybentów!

Hey Everybody,

Social media seems to be getting hotter than the sun these days and that means new case studies. So throw out all your boring, old slides on Motrin Moms, Blendtec and ComcastCares for some of these newbies. I have included links and short descriptions below to a few new ones that I have been reading about (many are stories from Mashable). So make sure that when you present Web 2.0 case studies to new clients or your boss, you are current and interesting. Oh, and here’s a social media case study of my own that you might remember.

Check these out:

1. Cadbury (the candy company) recruits “secret agents” in their Operation Goo, who create Cadbury content for the chance to win $30,000+ in support of their Twisted candy bar. Check out the case study here.

2. SeaWorld channels the barroom favorite, photohunt, in a viral photo comparison game that leverages Facebook, Twitter and iPhone apps. It’s a whale of a conversation campaign. See the case study here.

3. Vitamin Water pits Kobe VS LeBron in a Facebook promotion. This one allows fans to track and discuss a basketball battle for the ages. Check out the case study here.

4. Us Weekly sells their Facebook page for advertising to State Farm. Check out the case study here.

5. Here is a link to 10 more that are pretty cool. Including Target, Chuck, Threadless and Ford. Thanks Thoughtpick.

And check out a whole wiki of social media efforts and campaigns from the BeingPeterKim.com.

Thanks for stopping by and if you have links to any other good social media case studies out there today, share them. Lets grow a big collection together.

Best,

Will Flavell

If you live in Canada you have most likely been subjected to 100’s of over saturated, digital Avril spots. These spots reek of such insincerity and lack of foresight that I won’t subject you to them here (clickers be warned). I don’t think I ever scratched my head harder then when Canada’s super brat pitched me a $1,200 SLR.

I don’t expect much from the digital photography market in the way of great advertising, which is why you NEED TO SEE THIS!

Tom Dickson, Blendtec pitch man, has made the jump to full blown cross promotion king. If you are looking to reach a smart digital savvy market this is how you do it. Tom’s signature style has not been changed in the slightest, he does his thing and Olympus gets a fun pay off.

Tom’s success with the 20 something college crowd was always sort of a mystery to me. His blenders are the McLaren F1 of the kitchen appliance world and way out of the price range for your average mudslide mixing internet hipster. I’m glad to see another company smart enough to see the value of borrowing some of his sweet sweet star power.

Good work Olympus.

What happens when you look for a flaw… but find nothing? The athlete who must be on steroids… but isn’t. The 24-year-old millionaire who must be a drug dealer… but actually runs a successful start-up. The beautiful actress who you hope has veneers & extensions, gets Botox by IV, is brainless & shallow… but who’s actually naturally gorgeous, a PhD and a math tutor for inner-city kids on the weekends. 

There’s power in looking for flaws and being proven wrong. It’s persuasive. Research into consumer decision-making behavior even proves it. 

The Experiment: The Power of Being Proven Wrong

What if someone sat you down in front of the aspirin message to the right (from Bayer’s Aspirin website) and said, “Tell us what you think about this product”? And what if they then sat your friend down and said, “Tell us all your negative thoughts about this product”? 

Drs. Derek D. Rucker and Richard E. Petty of Ohio State University conducted that experiment almost exactly. The widely held assumption in consumer research, prior to their research, was that people can’t be persuaded once they’ve started to argue against the claims or messaged benefits of a product. …So when Rucker and Petty asked one group to focus on their negative thoughts about aspirin, they might’ve expected that the effect of all that negativity would be “anti-persuasion”. 

The actual result? People who aggressively considered drawbacks to aspirin but found none concluded that they had truly few negative thoughts about the product… which actually increased their certainty in choosing aspirin. Those who sat and objectively processed the aspirin message — that is, those who were asked just to ‘think’ about aspirin — were less certain about choosing aspirin. Why? Because they had not attempted to find fault and come up empty-handed. They hadn’t engaged in battle and lost. They hadn’t been proven wrong. 

What Happens If They Counter-Argue… And Are Proven Right?

Umm… don’t let that happen. As researchers Tormala and Petty found, people who successfully counter-argue a message ended up feeling even stronger negative feelings towards a product… because they’d been proven right. Their negative attitudes stuck and even further solidified. Good luck breaking down that wall! (Well, it can be done… but why go there if you don’t have to?)

Examples of Companies Who Benefit from This “Flawed” Persuasion Principle

Some companies use guarantees, inviting consumers to investigate their products for flaws and return the product if there are, in fact, flaws in it. The truth is that any company that has a truly great product can confidently encourage people to try to find their flaws. When no such flaws are revealed, the effect is a more positive attitude towards the company and/or product.

The moral of the story? As Rucker and Petty put it:

Aggressively considering drawbacks to a product, but finding none, allows individuals to conclude they have truly few negative thoughts, which increases attitude certainty. Individuals who objectively process a message have not aggressively considered the faults, and therefore are not as certain.

Are you ready to put yourself out there? Is your product so good that, when put to the test, consumers would talk themselves into using your product rather than talking themselves out of it? 

It’s a big challenge, putting yourself and your brand out there to be picked apart — but we’ve seen that, if you’re as good as you claim to be, there’s no reason people should choose the competition. So the real question is whether you’re as good as you claim to be. And no number of persuasion principles — even expertly applied — can help you if you aren’t. (Not in the long run, at least. ) 

~joanna

Had a play with one of those mulchers recently – you know the ones, sold to mulch up your garden waste and turn it into, well, mulch for your garden beds and trees.

Garden Mulcher

All I can say about it (given the model I tried wasn’t new, and probably needed its blades resharpened), who in their right mind took a kitchen blender…..

Kitchen Blender

……and scaled it up so it can handle garden waste???

FWIW, the kitchen blender shown here is an image I sourced off the web, and is the brand used in the “Will it Blend” gags shown on such shows as Letterman, where they do such things as throw an iPhone into the blender, and see what it can manage.  As a marketing tool, pure genius.  If Blendtec were sold in Australia, I’d be pretty sure I’d have one in my kitchen (not because I specifically need a blender, but because it is pretty cool seeing what this one can do!)

http://www.youtube.com/watch?v=qg1ckCkm8YI

Anyway, back to my point – just because the design is great for kitchen use (and some of those “don’t try it at home” videos), doesn’t make it a great design for chopping up small trees etc.  Perhaps it is, but boy is it a noisy and violent ride!

Garden Mulcher Knives

(Personally, that is NOT the solution I would have come up with if asked to design a garden mulcher blade design!)

I recently finished reading Groundswell: winning in a world transformed by social technologies co-written by Charlene Li and Josh Bernoff from Forrester Research. As I was reading it, I couldn’t help thinking it’s a book every communications student should read.

For every school with an Online PR class, or looking to start one, I highly recommend using this as a text for a good chunk of the course. This book isn’t your typical boring textbook; it’s well written, conversational and most important, practical.

Three reasons I found the book so useful:

Case studies:

• It’s one thing to read about methods that could be taken, and another to see methods that have been taken. The book has countless examples from Dell to Blendtec to draw on.

*Right after I began reading Groundswell, the case studies came in handy. During my internship, I was able to use it to add to a presentation about social media to a client, and draw on an example from a similar company for a separate project.

Method breakdown:

• The POST Method is a 4-step guide to implement social strategy. Before this, I really had no clue how companies went about figuring out which way they wanted to connect with their audience.

Audience breakdown:

• Thanks to Forrester Research, Social Technographics Profiles help companies determine what type of social tool their key audience would be more inclined to use.

These three examples alone make Groundswell a worthwhile addition to the Online PR classroom. Add that to teaching students about Online News Releases (and social media news releases)  and Search Engine Optimization (SEO), and they’ll have very important tools to take with them should they need them after graduation.

At least that’s how I’d do it. What do you think is needed in an Online PR syllabus?

Fonte:Blendtec

“ვირუსული მარკეტინგი” (viral marketing) არანაკლებ ამოუცნობი და იდუმალებით მოცულია ვიდრე მისი სეხნიები მედიცინის სფეროდან. მასზე ყველა საუბრობს, ის ბევრს ძლიერ ეფექტურად მიაჩნია, და ზოგი მას წარმატებით იყენებს კიდევაც, თუმცა წარმატების ფორმულა არავის დღესდღეობით არ აქვს.

განმარტებას ვიკიპედიას დავესესხები: “”ვირუსული მარკეტინგი” არის მარკეტინგული ტექნიკა/მეთოდი რომელიც იყენებს არსებულ სოციალურ ქსელებს, ბრენდის ან პროდუქტის შესახებ, ინფორმაციის გასავრცელებლად”. ტერმინი იშვა 1996 წელს ჯეფრი რეიპორტის სტატიაში და ის განხილული იყო Hotmail-ის მაგალითზე რომელიც ყველა წერილის ბოლოს რეკლამას ამაგრებდა. ინტერნეტის ბოლო წლების მიღწევებმა ამ მოვლენას ძალა კიდევ უფრო შეჰმატა. როგორც ჟურნალისტი და მწერალი პოლ გილინი (Paul Gillin) ამბობს: “აქ [ვირუსულ მარკეტინგში] წარმატების ფორმულა არავის გააჩნია… და ნურც ეცდებით მის შექმნას”. მართლაც, ეს უბრალოდ გამოდის და სხვადასხვა მაგალითებიდან ნათლად ჩანს რადიკალური განსხვავებები მიდგომასა თუ მეთოდებში.

“ვირუსული მარკეტინგის” ჩემი ყველაზე საყვარელი მაგალითი არის, ყველასათვის ცნობილ youtube.com-ის საშუალებით ვიდეოს გავრცელება არის. ამიტომაც დღეს ზუსტად მის მაგალითებზე შევჩერდები.

101 ბოთლი დიეტური კოლა და 523 Menthos

Menthos-ისა და დიეტური კოლის ურთიერთობები ყველასათვის დიდი ხნის ცნობილი იყო, თუმცა სტეფენ ვოლცმა (Stephen Volz) და ფრიც გრობმა (Fritz Grobe) ეს მოვლენა ახალ სიბრტყეში გადაიყვენეს და ხელოვნებად აქციეს. ვიდეოს დამზადებისას მათ წარმოდგენა არ ჰქონდათ იმაზე თუ რა ეფექტს გამოიწვევდა ეს… სამ წუთიანი სახალისო ვიდეოს ეფექტი კი იყო:

1. Menthos-ის გაყიდვების 20%ით გაზრდა ამერიკის ბაზარზე.
2. ყველასგან მივიწყებული დიეტური Coca-cola-სთვის მეორე სიცოცხლე (გაყიდვების ზრდა 5-10%).
3. მილიონობით ვიდეოს მნახველი, ფანი და ახლად დაბადებული ხელოვნების მიმდევარი.

ვოლცისთვის და გრობისთვის კი სამსახურების მიტოვება და ახალ საქმიანობაში სრულიად ჩართვა. შედეგების მისაღებას კი დასჭირდა ჩვეულებრივი ვიდეოკამერა, 101 ბოთლი დიეტური კოლა და 523 Menthos

Will it Blend?

ეს შეკითხვა ძალიან აქტუალური გახდა მის შემდეგ რაც კომპანია Blendtecმა მოისურვა კორპორატიული სექტორიდან დიასახლისებს გადასწვდომოდა.

კომპანიის მარკეტოლოგს ჯორჯ რაითს (George Wright) იდეა, კომპანიის ლაბორატორიაში ბლენდერების გამოცდის პროცესის ხილვის შემდეგ მოუვიდა. ასე დაიბადა ინტერნეტ ვიდეოების მთელი სერიალი, რომელშიც კომპანიის მფლობელი ტიმ დიქსონი (Tim Dickson) თავისი ბლენდერის საშუალებით სხვადასხვა ნივთებს მტვრად აქცევს. ვიდეოებმა 5 მილიონ მნახველზე მეტი შეიძინა პირველივე თვეებში. შედეგად აქამდე კულინარიის მოყვარულებითვის სრულიად უცნობი Blendtec-ის პროდუქტი მსოფლიოში ყველაზე ცნობილ ბლენდერად იქცა. ყველაფერი დაიწყო ყინვითა და კოკა-კოლის ქილებით…. და iPhone-თ გაგრძელდა რამაც Blendtec-ის პოპულარულობა კიდევ უფრო გაზარდა. ქვემოთ კი მომყავს ზემოხსენებული ვიდეო

ევოლუცია

ზოგის აზრით, ვირუსული ვიდეოს აუცილებელი კომპონენტი მისი იუმორისტული ხასიათია, თუმცა ქვემოთ მოყვანილი მაგალითი ჩვენ საწინააღმდეგოს გვიჩვენებს. Dove-ის 1 წუთიანი ვიდეო, რომელიც გვიჩვენებს თუ როგორ გარდაიქმნება ერთი ჩვეულებრივი მანდილოსანი, ბილბორდის მოდელად, Forrester Research-ის ანალიტიკოსის შარლინ ლის (Charlene Li) თქმით 1 Zippo-ს ფასი დაჯდა. კანადური ბაზრისთვის დამზადებულ ვიდეოს კი ბევრად დიდი ეფექტი ჰქონდა ვიდრე იგივე Dove-ს 2 მილიონიან კამპანიას (რომელიც იმავე წელს ჩატარდა). და მაინც რა არის საიდუმლო? რთული სათქმელია…

ექსტრემალური მეცხვარეობა

და ბოლოს, ნაფტალინ მოყრილი მაგალითებს თავს დავანებებ და ერთ ერთ ახალ მაგალითს წარმოგიდგენთ. Samsung-ის Extreme Sheep LED Art, რომელის სულ რამოდენიმე თვისაა და უკვე 8 მილიონზე მეტი მნახველი ჰყავს (ეგ მხოლოდ youtube-ზე). კომენტარი კი თქვენთვის მომინდია

და მაინც, რა არის წარმატების ფორმულა?