Pressmeddelande Social media newsrelease. för Marknadsföreningen i stockholm , erfa-gruppen pr, hos nobel media. 29 feb 2012 Pernilla Åström, Community Manager Mynewsdesk [email protected]
Media is dead? http://www.youtube.com/watch?v=J80VHp_hIIA
George Wright, Marketing Director of Blendtecgave a great presentation during lunch at Executing Social Media, a conferenceheld in Pasadena, CA. The conference is designed to assemble great minds in social media to teach and mentor those who are just beginning to explore the landscape, and to exchangeideas with eachother. George’s presentation reallystruck a chord with me in the sense that the Blendtech story exemplifieshowimportant it is for companies to have a face. And, I got to watchhimblend a rake!
Before “Will It Blend,” Blendtecwas a facelesscompany that manufacturedblenders; theirconsumergradeblendersrunaround $400. The Will It Blend story beginsshortly after George beganworking for the company. Hewaswalkingaround the factory and stumbleduponBlendtec CEO Tom Dickson. Dickson was testing the new bearings in a blender by blending a 2 X4. The company’semployeeswent on with their work unphased, apparently the practice of “extreme blending” was a regularoccurrencethere at the factory.
George was smart enough to recognize this gem and turned it into the widelyacclaimed “Will It Blend” series of videos. Hesimplyunveiled the face that the companyhad all along. The videos weredistributed online and Blentecemployeesreachedout to their personal networks to letthemknow. Word spread and “Will It Blend” became a viral phenomenon, garnering of 100 million views in total. Blendtec’s marketing now serves as a profit center for the company, the videos havemade over $50,000 in ad revenue from Revver.
I believe in everysuccessful viral campaignthere’s at least an ounce or two of luck, butlet’s dismiss that and focus on everythingelse. Whatwe are seeingnow in online communities is a shifttowardhumanness. It’s no longer acceptable to the Internet savvyindividuals to interface with a facelesscorporation. Social tools like blogs, messaging services and communitysiteshave broken downbarriersbetweenindividuals and alsobetween brands and consumers. The “Will It Blend” story comes from a place of authenticity, it lends a face to Blendtec and makes themapproachable.
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