Recently, I sat down with David Meerman Scott, the author of the bestseller The New Rules of Marketing & PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly and the new book World Wide Rave: Creating Triggers that Get Millions of People to Spread Your Ideas and Share Your Stories. I’m the author of YouTube and Video Marketing: An Hour a Day, we have the same publisher, and we’re virtually neighbors.
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We were starting to compare notes about great video marketing case studies that we’d seen — and decided to hold this conversation live in front of a green screen. (Our “green screen” looks more like a “blue screen,” but that’s normal with chroma key compositing — or chroma keying.)
It turns out that we’re both big fans of George Wright, the VP of Marketing and Sales for Blendtec.
Blendtec is a division of K-TEC that makes highperforming, durable blenders for commercial use and a newer line of home appliances. Although you may not have heard of this small, Utah-based manufacturer, there’s a good chance you’ve had a smoothie, cappuccino, milkshake, or other frozen drink made with a Blendtec blender.
As Blendtec’s first director of sales and marketing, Write created a YouTube and video marketing campaign called “Will It Blend?” It features Tom Dickson, the company founder, who wears a white lab coat and safety glasses as he takes everything but the kitchen sink, sticks it in a blender, and asks, “Will it blend? That is the question.”
The “Will It Blend?” series has received more than 96 million views. But that’s not the punch line. The video marketing classic has delivered a 700 percent increase in sales for Blendtec.
But wait! There’s more!
Scott also gave a shout out to Tim Washer of IBM for Mainframe: The Art of the Sale, Lesson One. It’s “The Office” meets corporate sales training video. This video was selected by Comedy Central as a “staff favorite” in its comedy test pilots contest.
I gave a shout out to John Goldstone, the producer of Monty Python & the Holy Grail, Life of Brian, and The Meaning of Life. When Monty Python’s Channel on YouTube was launched in November 2008, not only did their YouTube videos shoot to the top of the most viewed lists, but their DVDs also quickly climbed to No. 2 on Amazon’s Movies & TV bestsellers list, with increased sales of 23,000 percent.
Next, Scott gave a shout out to Matt Robinson and Tom Wrigglesworth, the winners of HP’s D&AD Student Awards. Entrants were asked to “present an idea which promotes HP Workstations ability to bring to life anything the creative mind can conceive.” Check out Robinson and Wrigglesworth’s “HP – Invent.”
Finally, Scott gave a shout to Pixasso from the Netherlands, who made a movie for a viral video contest hosted by Brandfighters. Check out What Men Really Want (video contest entry).
If you have any video marketing case studies that you’d like to share with us, just mention them in the comments area below. Who knows, Scott and I may get back in front of a green screen and give a shout out to you.