Like Shark Week...but with drones.
GE's original content franchise DRONEWEEK needed to reinvent its programming strategy in order to reach new heights. We partnered with VICE and reprogrammed VICELAND, the new cable TV channel, for a week of nonstop primetime programming that told GE’s energy ecosystem story––one that could only be properly told from the perspective of a drone. Our campaign was a fully integrated onslaught: a theatrical-style tune-in campaign, five hours of primetime programming, and a business and energy trade campaign yielded real results. DRONEWEEK not only retained and grew an audience with each day but proved that serialized storytelling can drive business results.