![]() ![]() Some of the content is republished from the brand’s pressroom, and there are a few things that could be improved (such as text formatting), but it is impressive that GE is publishing regularly and offers an email newsletter subscription. The information is presented accessibly, using imagery and infographics.Įssentially this is just a news publishing hub for GE, with some guest content thrown in, but one that shows how active the company is in linking its work to wider trends. GE Reports is a microsite hosting lots of debates, analysis and information. It’s rare to see an advert that uses the naivety of children and doesn’t stray into the twee or schmaltzy.īut GE manages it, inspiring childlike wonder through a series of imaginative animations based on (only slight) exaggerations of GE’s work.įrom Snapchat to something that sounds more prosaic. It continues to post Stories addressing a broad range of subjects. In jumping aboard Snapchat early and using the platform to engage with younger users through educational content, GE shows it is not afraid to try something new in its marketing. During #emojiscience week, GE encouraged users to send them an emoji then replied with a Snap of a relevant experiment performed in its pop-up lab. The brand has used Snapchat to engage directly with users, too. GE took to Snapchat as early as July 2014, teasing a special guest announcement (Buzz Aldrin) in the run up to the 45th anniversary of the moon landing and adding some cartoony space drawings. I’ve embedded the compilation video here, for your pleasure. Much like the ‘Will it blend?’ success for Blendtec, GE knew that breaking stuff provokes interest on social media. GE showcased many of its material tests (crushing, wind erosion and drop loads) during spring of 2016, with individual videos of different items being destroyed. ![]() More video now, and a fantastic example of social video. The slightly grave tone to the voiceover, cinematic location and lighting, and the dramatic production all make for compelling content. This video has raked in 500,000 YouTube views to date. ![]() Three videos each attempt to disprove a popular expression, such as ‘a snowball’s chance in hell’, by showcasing GE’s technological expertise in experimental surroundings. It’s a concept that many other brands have emulated. On their walk round, all are encouraged to take photos of their experience and Instagram them. With #InstaWalk, which began in 2013 but has been run a number of times, GE invites influencers and super fans to take special tours of its various facilities. 250,000 followers) that’s full to the rafters with beautifully crisp images from engineering and science.įor example, see the photo below of one of GE’s locomotives, part of a series taken by a Pulitzer prize-winning photographer.īut GE does more than simply post lovely images – it uses Instagram as an outreach and engagement tool. GE has a popular Instagram account (approx. You can play around with this native ad and its in-format functionality yourself on Mobkoi’s website. The video ( watch it here) is a great bit of TV ad creative, with octopuses and a crocodile falling to earth in an un-godly shower the GE tagline, ‘ready for whatever you’ve got, world’. GE worked with Mobkoi’s creative studio to launch an interactive full-screen ad – an octopus lands on the screen and the user is required to wipe away virtual ink in order to reveal a window in which the campaign video plays. I thought I’d start with a mobile display ad from summer 2016, before we get stuck in to content and social media. But just before we begin, I should mention that GE is among 200 speakers at this year’s Festival of Marketing, which takes place in London on October 5-6. ![]()
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