When you're contemplating putting a sewage pump video up on YouTube^®, "straight" is not the approach you want to take. Instead, the goal is to create a viral "buzz" that will drive a wider, mass audience to view the video, broadening the company's reach and improving its search and rankings numbers. Of course, you still need to demonstrate the effectiveness of the pump's patented cutters – which brings us to our solution, "Yummy in the Grinder Pump Tummy."

"Yumm," is a short video that combines the impressive grinding pump footage – shot by Franklin Electric personnel in their research facility – with music and a mechanized-sounding grinder "voice" that provides commentary as the pump "eats" a series of challenging objects. The video ends with a mention of the pump's patented cutters, as well as a long, satisfied belch.

How's it working? As of March 1, 2011, we have 10,120 views and are ranked number one when you search "grinder pump."