GE’s Industrial Internet is powered by an innovative platform, called Predix, that allows different types of machines to communicate and share information. This platform also creates digital simulations, or digital twins, that can help machines perform at maximum efficiency.

From the jungle, to the sea, the VR film links GE’s technologies with miracles of the natural world that inspired them. Recent studies have found that species within an ecosystem can interpret and act upon the calls of other species, allowing them to avoid predators or find new sources of food. Drawn from The Times journalism itself, this natural phenomenon serves neatly as a metaphor for the Industrial Internet’s power of communication between machines. With the power of VR, we invited readers to literally step into the paper itself, entering an paper world that culminates with a look at how these innovations are improving energy disbursement in the modern city.

At the core of the execution is the NYT VR app, coupled with the delivery of more than 1.3 million Google Cardboards, leveraging one of the largest distribution systems in media to make VR accessible to more people than ever.

With this as the end result, we worked over six months to develop the VR film using the latest in 360 video technology and partnering with an award-winning effects company. One of three brands sponsoring the launch, GE’s VR film was one of just five featured in the NYT VR app during its first weeks.

It was accompanied by an ecosystem of content, including an originally reported and interactive branded content piece further diving into natural principles that are inspiring the latest in technology. Sourcing from these elements, we created mobile and desktop ad units which teased the film.

In the days following launch, GE's VR film helped the NYT VR app quickly become The New York Times most rapidly adopted app, and by April had more than 500,000 downloads, including 1.5 million+ views of NYT VR content.

As expected, the execution had tremendous impact across platforms. Thanks in part to “Nature Is Inspiring Our Digital Future” NYT VR was a major success:

-1.3 million+ Google Cardboards distributed.

-Over 500,000 downloads of the NYTVR app

-NYT VR content viewed more than 1.5 million times.

-6 minutes in-app engagement time.

-Due to the success of this project, a further 300,000 headsets will be distributed to select digital subscribers.

-350 million earned impressions for GE

-40K real-time social mentions

The execution as a whole saw significant press coverage, landing on AdAge’s Best Branded Content Partnerships of 2015, as well as helping T Brand Studio to be named Ad Week’s Hottest in Native Advertising in 2015.

The Paid Post exceeded benchmarks with more than 200,000 page views and an 1:46 engagement time.