GE conjures up digital brand magic with "LABracadabra"

This event report outlines how General Electric, the industrial conglomerate, tapped Amazon Alexa on a program which encouraged children to undertake scientific investigations at home.

In December 2016, General Electric launched LABracadabra – a do-it-yourself science program for kids that also let the brand experiment with a unique admixture of ecommerce, online video, and voice-activated tech.

The initiative's main objective...

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