Earlier on the blog, Toby highlighted the challenges of drawing consumers to branded communication online and the very real danger of building the best kept secret on the internet.
So with this in mind, I thought I would point out what is one of the best pieces of comms online right now and it's rather neat use of a technique we we have dubbed "The Hijack".
The company in question is called Blendtec and as the name suggests they make blenders, very good blenders by the look of it. To prove this point, they have made a film which has currently delivered over 5 million views on You Tube (thats spanks Cadbury's Gorilla which had a measly 1.5 million in comparison) of them blending an iPhone. It ranks as the the second most viewed piece on You Tube about the iPhone, which is not a small search category. Blendtec's approach seems to rely on this fact. They look for what people are searching for and then they blend it. The beauty of this approach is that it can be consistently recreated. Other stuff they have blended includes GTA4, hearing aids, Halo 3, an iPod, a rubix cube and even Chuck Norris, well a Chuck action figure (Chuck obviously didn't belend). In total Blendtec's videos have combined viewings of over 30 million (thats more than the Ronaldinho film).
The reason that this is genius is its simplicity. A media budget of £0, where other brands communication activity or just consumer interest in a topic, drives consumers in Blendtec's direction. The content is amusing and more importantly illustrates a very tangible product benefit (it blends really well). Whats more, they even make it relevant to the iPhone generation by using the rather poncey "Smoothie Setting" for the blending.
Love it
Ben
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