When you think of the most successful public relations campaigns that you have witnessed over the years, what is the first thing that comes to mind?
For me, the most successful campaigns are attention-grabbing. There has to be an element of intrigue or surprise in order to capture my interest.
So, how do they do it? How do they capture your interest?
Let’s take a look at one of the most successful PR campaigns that continues to meet and exceed expectations. It’s the Will it Blend? video campaign, brilliantly created and executed by Blendtec. This campaign has been running since 2006 in an effort to promote the Total Blender and to differentiate BlendTec products from its competitors. In the videos, Blendtec founder and spokesperson, Tom Dickson, attempts to blend various unusual items (such as marbles, golf balls, and credit cards) in order to show off the power of the blender.
Dickson has been very happy with the results of the campaign which took off almost instantly. “We have definitely felt an impact in sales. Will it Blend has had an amazing impact to our commercial and our retail products.”1
In 2012, MSNBC named BlendTec’s “Will It Blend” video series the #1 Viral Advertising Campaign of All Time. With over 134.2 million views, BlendTec’s 120 videos have gained widespread popularity across the Internet.
Although there is no textbook way to achieve virality, there are a few key aspects that can be examined, including creativity, uniqueness, relatability, and fun. Not surprisingly, these are the same elements that act as predictors of success and are present in almost all successful PR campaigns.
BlendTec certainly mixes all of these elements together in videos such as the Will It Blend? – iPhone 5 vs Galaxy S3. In this video, Dickson, shows off his quirky side while commenting on a relatable and timely topic – our obsession with the latest smart phones and gadgets. As Dickson blends up the phones, we can clearly see that this campaign is creative, unique, and relatable, showing off transparency within the company, and leveraging a strong spokesperson to spread their message.
Next time you see a campaign that you like, or while you are building a public relations strategy, consider what makes this particular campaign unique. Will it capture my interest?