All-singing automation – ‘It’s called epMotion’

Eppendorf AG has scored a major hit with the epMotion music video, recording over 200,000 viewings in just four weeks since its release. This love song extolling the freedom which comes from automated pipetting highlights the efficiency, accuracy and ease of use of the epMotion product range.

Holger Eggert, Eppendorf’s epMotion product manager, is delighted with the impact made by this new marketing approach: ‘The feedback from the scientific community has been fantastic. As well as featuring in editorials, including nature.com and nationalgeographic.com, there have been countless positive comments about the video in newsgroup posts.

The video can be viewed via the article webpage. This dedicated web page offers a choice of downloads so that the song, ‘It’s called epMotion’, can be enjoyed on an MP3 player or as a mobile phone ringtone. The lyrics are available as a pdf – useful for the lab groups which apparently like to sing along – while visual resources include photos taken during the video shoot in California and a Wallpaper gallery of key scenes from the video.