In short, we wanted to tell a story about innovation in an innovative way. In order to make this niche technology accessible to a more mainstream audience, we chose to imbue drones with humor and personality in all of our lead-up marketing. Then, once people tuned in to DRONEWEEK, we let the fascinating technologies do the heavy lifting.

Centered around five hours of commercial-free drone-related programming in prime time, DRONEWEEK also featured an extensive OOH buy and supporting social and interstitial content. We created a state-of-the-art “Drone Lab,” where our host for the week, VICELAND Equipment Manager (and on-air personality) Dan Meyer, hosted a series of roundtable discussions and experiments with the VP of Global Research at GE, and the CEO of a creative drone agency.

In just one week on TV, DRONEWEEK reached over 200 million viewers and got over 22 million impressions across social media (social sentiment was 96% positive). We succeeded in bringing drone technology into the public eye in a way that was accessible, engaging, and a whole lot of fun.