Microsite.com

The next time anyone asks why build a Microsite, how does a Microsite work, how can you create content that attracts visitors and generates word of mouth, or why not just put it on the corporate website, point to www.willitblend.com.

This is Microsite perfection.

Microsite-BlendtecHousehold small appliance manufacturer Blendtec launched the www.willitblend.com Microsite on November 6, 2006, and within 5 days, 6 million visitors stopped by to watch random household items (including a Sony Handycam camcorder, which turned into ash) be pulverized by the company’s Blend-O-Matic – or whatever they call their über blender.

The Microsite encourages visitors to read and post to its blog (aptly named “Will it Blog?”) and sign up for its RSS feed to see when new videos are uploaded. It’s also simple to pass along the site and its videos to friends.

Within 10 days of the Microsite’s launch, more than 10,000 comments were posted on the site, suggesting items to blend, such as false teeth, a toupee, report cards, mobile phones, Play Stations, iPods.

The company also posted its videos on YouTube and MetaCafe where they’ve been seen by millions more. In fact, for a time in early November, it was YouTube’s #3 most watched video. There’s also a podcast, an eBay Auction for the blended iPod, and a bumper sticker!

According to George Wright, Marketing Director at Blendtec, the first round of videos cost $50 to produce and has “literally built a brand for our home products.” (Damn, that’s a good ROI.)

I never quite understand the marketing traditionalists’ logic that Microsites and this entire approach to marketing can’t reach a mass audience; therefore, broad-reach, mass marketing campaigns need to use TV advertising. Seems to me this logic substitutes money for smart thinking.

The only challenge, I believe, with using Microsites and trying to attract people to your message is that you, oh, I don’t know, have to do it right. Which means you actually have to have something to say. And say it well.

Blendtec certainly knows what I’m talking about.