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Chapter 1 Introduction to e-business and e-commerce 23

tioned such as blogs, podcasts and social networks which have engaged many web users. These
are aimed at increasing user participation and interaction on the web. With the widespread
adoption of high-speed broadband in many countries, rich media experiences are increasingly
used to engage customers with the hope they will have a viral effect, i.e. they will be discussed
online or offline and more people will become aware of or interact with the brand campaign.
Mini Case Study 1.1 gives an example of a viral campaign which helped sell products.

BlendTec uses rich media and viral marketing to grow awareness
Mini Case Study 1.1
and sales

This example shows how an engaging idea can be discussed initially online and then in traditional media to
help increase the awareness of a brand. On the WillItBlend campaign micro-site (www.willitblend.com, Figure
1.6) a blender designed for making smoothies has blended an iPhone, an iPod, golf balls, glow sticks and a
video camera and more. It’s only meant to make smoothies and milk shakes! As well as the micro-site for
the viral campaign, there is also a brand channel on YouTube (www.youtube.com/user/blendtec) where
different ads received several million views. There is also a blog (http://blog.blendtec.com) for new announce-
ments and providing information for journalists. The blender has also been extensively featured on traditional
media such as TV, newspapers, magazines and radio, showing that traditional media are important in
increasing awareness further after the initial impact.
The viral idea was developed by Blendtec employee George Wright who came up with the viral idea and
announced that in 2007 sales increased tremendously: ‘because we’re a smaller company, we were able to
put out something edgy and fun. In terms of the product you see on YouTube, our sales have gone up by
500 per cent.’

Figure 1.6 Blendtec viral campaign micro-site (www.willitblend.com)