When asked, the general public did not have a good understanding of what GE does or their role in the world’s energy system. DRONEWEEK set out to deliver this message in an engaging way that was bespoke for our audiences and social platforms, knowing that feeds are more crowded than ever and attention spans are down. We also wanted a way to reach fans effectively with rich long form content that told GE's energy story in a new way.

We partnered with VICELAND to create one week of custom content on the network that would air during primetime. Each episode consisted of a one-hour block containing documentary shorts showcasing GE technology from 5 sites around the globe, hosted by a VICELAND personality, a GE scientist, and a drone expert.

To involve more viewers in the DRONEWEEK universe, we also created shorter-form content to live across GE-owned social networks and partner sites, with print units featured in trade publications and out of home. To ensure each audience was getting a personalized experience on digital platforms, we retargeted them with bespoke units based on how they interacted with our content.

While DRONEWEEK itself concluded after a week, the full campaign lasted 3 months gaining a total of 300+ million impressions.

DRONEWEEK on VICELAND was the network's most successful co-branded show in history, earning 96% positive social sentiment, with tune in numbers even beating out premieres of VICELAND Originals. Additionally, 8.7mm views of DRONEWEEK episodes on GE owned social garnered the most social engagement ever for a GE campaign. According to a Facebook Brand Lift Study, people who saw our campaign were significantly more likely to associate GE with innovative technology.

Additionally, through our execution on trade media platforms, we generated two leads for GE Power for the TM2500 Mobile Power Plant Unit, valued at over $20mm dollars.