No other company in the world solves problems and creates technology that improves people's lives on the scale that GE does. Their innovations are complex, but their impact is often not immediately visible in a consumer's life. Our challenge was to make GE's technologies feel relevant and tangible to regular people. The GE Show established a long-term digital storytelling platform for GE that wasn't rooted in a specific ad campaign. The project was successful largely because it made meaningful, ongoing connections with an audience by using content models that consumers are naturally curious about.

Launch the campaign
Published
August 2012
Topics

The Story

No other company in the world solves problems and creates technology that improves people's lives on the scale that GE does. Their innovations are complex, but their impact is often not immediately visible in a consumer's life. Our challenge was to make GE's technologies feel relevant and tangible to regular people. The GE Show established a long-term digital storytelling platform for GE that wasn't rooted in a specific ad campaign. The project was successful largely because it made meaningful, ongoing connections with an audience by using content models that consumers are naturally curious about.

The subject matter we discovered within GE is about research, innovation and using technology to solve huge problems. We wanted to use digital storytelling methods that complemented GE’s way of thinking. Things like data visualization, games, interactive video, experimental video, mobile apps and curated content. These content types are then woven together into modular episodes that can be embedded anywhere on the internet.

The Technology

The Results

Of the 13.8 million engagements The GE Show has made, only 8% have happened on the GE website. People are watching, playing and sharing these social objects on their own terms and in their own online spaces. 'The GE Show' garnered an impressive 32 million project impressions, with an average time of 6:24 spent on the site.

33K

Miles flown

632

Total cups of coffee drunk

27

Team members working on this project

Launch Date June 1, 2011