As part of a larger social-media campaign spanning Twitter, Tumblr and other platforms, GE is releasing slow-motion videos featuring items undergoing "crush it," "mash it," and "blast it" stress tests.
This Wednesday, people will be encouraged to tweet at GE using the hashtag #SpringBreakIt, which was designed to connect with younger users. In return, they will receive the slow-motion videos.
Developed in partnership with social agency VaynerMedia, the point of the campaign is to align GE's brand with all things "super,” said Linda Boff, executive director of global brand marketing at GE.
“With a nod toward the time of year -- spring break -- we’re excited to bring fans into our labs to see how we develop our super materials,” Boff said on Monday. With the help of Vayner, GE also hopes to spark consumer conversation about its latest inventions.
“GE looks to engage with people who share our passion for technology, science and innovation,” a GE spokeswoman explained. “A topic like advanced materials affects everyday consumers, but they may be less aware of how it impacts them."
Vayner will measure the effort through engagement with the hashtag #SpringBreakIt, visits to SpringBreakIt.com, social impressions and video views. The focus on materials is part of a broader effort by GE to reestablish itself as an industrial Goliath.
The conglomerate's industrial star continues to rise. During the first quarter, revenue from oil and gas, power and water, aviation and other industrial units rose 8% to $24.5 billion, the company reported last week. For the entire segment, profits were up 12% to $3.3 billion.
The materials GE is highlighting are used throughout many of its industrial businesses -- including health care, energy and aviation -- as well as in consumer businesses like GE Appliances.