The idea was a weekly 8-episode science fiction podcast called “The Message.” The story follows a young podcaster, Nicky Tomalin, who gets to sit in with a team of cryptologists trying to decipher a 70-year-old alien message. “The Message” became the most-listened-to branded content podcast in history, and the first of its kind to reach #1 on iTunes.

We did what no other brand has done before: create a number one ranking branded podcast in the open iTunes charts. “The Message” is a science fiction podcast that showcases GE’s new medical soundwave technology. Listeners tuned in weekly and downloaded the 8-episode podcast 4 million times on Soundcloud and iTunes, but the story didn’t end there. GE hooked listeners by creating an online world for “The Message,” where they brought the people and places from the podcast to life with a complex web presence and backstory. We sprinkled the content with clues and puzzles, creating an alternate reality game that unlocked additional content.

“The Message” was downloaded over 4 million times, garnering over 187 million earned media impressions. It was praised by a number of major publications calling it “Radio-Age genius” and saying that it “could change podcasting forever.” In addition to the podcast, the online paper trail and alternate-reality game received 69,000+ organic page views and inspired listeners to create a Subreddit and a Wikipedia entry, and continue their conversation on social media. Debuting at #47, “The Message” became the first branded content podcast to reach #1 on iTunes.

The podcast platform was the perfect place to reach tech influencers and enthusiasts— an important audience for GE. Their journey began with the podcast, but it didn’t end there. This audience values innovative solutions that go the extra mile, which is why we created a complementary alternate-reality game threaded throughout an online paper trail and backstory to immerse true tech junkies deeper into the story.

GE wanted to talk about their new medical technology that uses acoustic soundwaves to heal the human body. GE also desires breakthrough media solutions. The challenge was bringing those elements together to make something that’s relevant and compelling to a wide audience. The answer was as innovative as the technology.