Back to blog


Revolutionary—that’s how X-Rite describes its new xDNA™ color technology. Whether its cars, appliances, textiles, photos – really anything – you’re guaranteed your colors will match, PERFECTLY.

Our mission? To help X-Rite launch xDNA™ at the 2009 NPE: International Plastics Showcase in Chicago. Working with X-Rite’s John Kowalski, Director of Strategic Marketing, Industrial, we developed a complete video campaign. First, there was pre-show video e-mail teasing the viewer to head to X-Rite’s microsite to get more information on the product and sign up for NPE. Once on the site, Marketing Manager Brian Teunis welcomed viewers and provided a sneak peek of the new xDNA™ color technology, its features and benefits. More than 16,000 people visited the website where they could view a video documentary highlighting the product development process, read more information about products and sign up for NPE 2009.

For the show, CK & CO created a looping video for strategically placed plasma screens showing all that xDNA™ had to offer. A second looping video featured other products and services.

During the show, CK & CO was there to videotape NPE-goers to get first-hand reaction to the product. That video was packaged into a short video news release to further promote xDNA™.

“We wanted to establish a main portal for all NPE-related information to be housed by offering this virtual experience to reach those that could not attend the show in person and to augment the experience for those attending. The videos played a crucial role in our communications. The feedback was outstanding from staff, media and most importantly customers,” says Kowalski.

Another cool feature for those who couldn’t physically make it to NPE 2009? Kowalski also posted LIVE real-time updates via Twitter– from inside the action.

See many of the pieces we created. Link