No one would've ever heard of Blendtec without them. I'm sure they've sold more than enough to recover the couple thousand dollars they've spent on the videos.
I’m pretty certain that this marketing campaign stars prominently in the wet dreams of many marketing guys and girls.
The iPhone and the iPad “Will It Blend?” video have ten million views each on YouTube, other videos usually clock in at between a few hundred thousand and a few million views. The videos themselves have shoddy production values, I would be surprised if producing one costs more than a few thousand dollars. All this makes for a ridiculously low CPM. Oh, and those ten million views are high quality contacts, they all actually wanted to watch the video, unlike, say, a pre-roll ad on YouTube that’s forced on them.
A pre-roll ad on YouTube has a CPM between $10 and $15. Blendtec could have spent $100,000 on the production of their iPhone video (I doubt they spent even a tenth of that) and still pay less than a company which tries to get an ad on YouTube the normal way. (Those companies pay for the production of the spot, just like Blendtec, but they also pay Google for running the spot.)
With that question in mind, BlendTec is the only blender company that I know of. Granted, I don't exactly pay much attention to the blender market, but I think that's the point.
Its all about mindshare, I am sure this series places BlendTec in your top 10 list of blenders. If you have never seen the series, it would never get on your top 100 (if there are that many).
