How GE took to the air with Vice Media to showcase technology

Reed Karaim

General Electric, the industrial conglomerate, successfully used branded content to show off its credentials as an innovator and a pioneer in the renewable-energy revolution.

General Electric's "DroneWeek", a marketing event that uses short-form videos shot from drones to tell the story of innovative GE projects, aimed high in 2017.

After two previous years of online activations – the first via Periscope, the video-streaming app, and the second via Facebook Live – GE, the multinational tech and industrial conglomerate, decided to move DroneWeek to VICELAND, a television network owned by Vice Media.

The content-marketing project involved both close collaboration on content between the network and GE, and a commitment to embodying the innovation of GE's technology in the visual presentation.

"We needed to make sure...

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