DRONEWEEK is a franchise event we created for GE to showcase the massive infrastructure that builds, powers, and cures the world. Through 1 week of content, shot from the sky, we bring these stories to fans through a platform that's as innovative as the companies' technology.
This year, DRONEWEEK's goal was to spread awareness about how GE is leading the transformation of the global energy ecosystem through cutting edge innovation. GE technology provides 1/3rd of the earth's electricity. With impact that massive, we knew this year we wanted to bring that home to our viewers — bigger and better than we ever have before.
In a world where social content is shrinking and feeds are more crowded than ever, we decided to zig when others were zagging. We partnered with VICELAND to create one week of custom content on the network that would air during primetime. Our one hour blocks were filled with mini documentaries showcasing the GE technology from 5 sites around the globe, VICELAND episodes, as well as a special VICELAND host, GE scientist, and a drone expert to tie it all together. We also created content to live across GE-owned social networks, partner sites, trade publications, OOH and more to greet viewers with shorter form content to invite them into the DRONEWEEK universe.
DRONEWEEK on VICELAND was the network's most successful co-branded show in history, with 96% positive social sentiment. Tune in numbers even beat out premieres of VICELAND Originals, far surpassing the benchmarks created by the network.