Case study: Blendtec | Sector: Consumer electronics | Format: Video, microsite and viral

How do you make kitchen electricals sexy? Take some heavyweight appliances, a heap of schoolboy mischief, a chef in a white coat, a sprinkle of viral marketing and a splash of social media; then pour the contents into a blender and watch the ingredients bond together to create the perfect recipe for viral marketing. WillItBlend has become legendary in less than six months. It’s made Tom a superstar, transformed a parochial firm into a global brand and boosted sales of $800 smoothie makers. Few firms have the nerve, vision, guts or raw creativity to try this; but when you get the formula right, the results taste awesome.