Saturday, 26 July 2008

Biotech gets in on the viral marketing goodness.

Viral marketing has been a big trend in marketing in the last few years. It seems every company has made a viral video of some sort to attract potential customers. Often, these videos dont give any selling points or information about what products are being sold; rather they kinda make you go "WTF?". I guess the point is simply to bring attention to the company and the product.

It would seem that biotechnology companies are getting in on the trend as well. Below are some such videos from some well known biotech companies.

The first is "The PCR Song" by "Scientists for Better PCR", a group made up by Biorad to parody those 1980's songs like "We are the World", sung by a whole slew of celebreties/artists. This is probably the best known biotech viral video, and for a good reason: it's pretty darn catchy.

Eppendorf recently tried their hand at viral marketing and came out with a boy-band parody called "It's called EpMotion", for their EpMotion automated pipetting system.

Next comes one from Applied Biosystems. This one is kinda strange in that it starts off as a pretty regular, boring commercial for their thermal cyclers, but then breaks down and busts a move:

Invitrogen has really gotten into viral marketing, with a whole series of ads featuring Scotts Angus and Dougal:

Heres one aimed at the chemists and pharmaceutical companies for Agilent's mass specs:

I'm on the look out for more!


Greg said...

As a recent college graduate, I can say that myself and fellow classmates and labmates love these kind of videos. It doesn't matter that they don't convey anything important about their products, but there is something to be said about brand loyalty and connecting with a younger generation that someday may be making purchasing decisions for a lab they work in. That being said, they can be just for fun, and an example would be this video of dancing micropipette tips.

C.W.G.K said...

Hi Greg,

I agree. Viral marketing like this is pretty effective because it's entertaining. I particularly like this one from BioRad