How Blendtec whips up social interest—and measures it

With a staff of only two, part-time social media managers, the blender manufacturer has become an online powerhouse.

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Look no further than Blendtec’s series of “Will it Blend?” videos to prove that the blender manufacturer is one of the biggest names on YouTube. The videos, which ask—and then answer in sometimes spectacular fashion—whether items such as iPads and Justin Bieber CDs will grind to a pulp in a blender, have logged more than 185 million views.

But those videos, which Blendtec Global Marketing Analyst Nate Hirst says are a branding campaign and not directly linked to sales, are only one part of multipronged approach to online promotion and engagement. Through contests, sharing recipes and fun product unveilings, Bendtec is building online buzz using all the media available to it, well beyond “Will it Blend?” Blending media

On Black Friday, Blendtec released a brand new blender, its Total Blender Designer Series. On launch day, the company unveiled the new machine with a demonstration video, which, Hirst notes, Blendtec posted on a different channel from “Will it Blend?”

“If you were to post a product demonstration on that channel, our fans would rip us to shreds,” he said.

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