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- Title
Boyz 2 pipettemen.
- Authors
Maher, Brendan
- Abstract
The article focuses on the marketing campaign made for the new automated pipetting system called epMotion made by international biotech company Eppendorf through a music video of five young men from the Compare Networks Production Group (CNPG) in San Francisco, California. The management of Eppendorf Co.searched for a campaign style that would introduce their product in the quickest way and so the CNPG became their option due to its advertising skills which made every product promoted by them attract thousands of viewers. The CNPG was known for promoting different products in a form of a music video featuring famous boy bands. Moreover, the said cost of the produced video only amounted to U.S. $50, 000 but the launch in June 2008 became hit on different websites.
- Subjects
SAN Francisco (Calif.); CALIFORNIA; MARKETING strategy; EPPENDORF AG; ADVERTISING campaigns; ADVERTISING effectiveness; BRANDING (Marketing); PIPETTES; MUSIC videos; MALE singers
- Publication
Nature, 2008, Vol 454, Issue 7201, p149
- ISSN
0028-0836
- Publication type
Article
- DOI
10.1038/454149a