Few products have ever made as much of a splash as the Shake Weight, a dumbbell-like product that debuted in 2009. Versions of the Shake Weight direct-response TV have racked up more than 3.8 million views on YouTube. The infomercial has also inspired a parody on Saturday Night Live, Jimmy Kimmel Live and logged hundreds of appearances on other TV talk shows including Ellen which has more than 4.3 million views. All of the unexpected attention has helped propel FitnessIQ, the company behind the $19.95 product, to more than $70 million in sales.
The direct response model was wildly successful and opened up the door for more brands and products to adopt the same strategy.
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