You’ve got to hand it to lab equipment specialist Eppendorf, the It’s Called epMotion campaign is a triumph. (You’ll need your speakers on).
I really couldn’t guess what it cost them, but as B2Blog points out, it might only be the equivalent of a page ad in a lab equipment magazine for a few months. And in return, Eppendorf will be getting massive numbers of links from around the internet (like this), as well as loads of “viral” traffic as customers in that market pass the link around amongst themselves. The result will surely be worth far, far more than a page ad in a lab equipment magazine for a few months.
The company has missed a few tricks: it doesn’t seem to have given the page a simple URL which people can quote and remember, and (worst of all) it’s failed to offer an obvious link to the page from the company’s home page (to account for the potential visitors who are just told “have you seen that thing on the Eppendorf site?”). But in general, I can only applaud the initiative.