Entertainment > Branded Entertainment
GE WORKS
THE BARBARIAN GROUP, New York / GENERAL ELECTRIC / 2013
Overview
Credits
Overview
CampaignDescription
This campaign ran online in the North American market and conformed to all industry best practices and restrictions.
Effectiveness
GE is a company made up of 300,000 researchers, engineers, technicians, and skilled workers who design and build some of the most interesting and useful technology in the world. And while GE is a household name in many countries, not everyone is aware of how vital the company is to the world’s infrastructure.
Our goal was to create something as serious and engaging as a documentary, but also fun and sharable for an Internet audience. From videos that track the real-time path of a “Juice” Train along the eastern seaboard of the United States, to an Instagram feed that documents daily innovations inside the company, GE Works campaign demonstrates what happens when the content IS the platform – setting new standards for brand exposure with virtually no paid media to support our story.
Implementation
Designed for an Internet audience, the GE Works Campaign targets people who are curious about technology. In-depth storytelling around GE innovations and expertise shows how important GE is to the worldʼs most vital industries. Our results were supported by virtually no paid media support.
Outcome
We achieved over 3m video views, 126,948 likes on Instagram, 2,639 likes on Viddy, and 6,565 likes on SocialCam along with press coverage from Buzzfeed, Ad Rants, Agency Spy and Business Insider.
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