Performance Machines
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- Brand
- GE
- Year
- 2012
- Objective
- Awareness
- Industry
- Tech & Telecom
- Mechanic
- Arcade & Action
- Platform
- Web
- Agency
- BBDO New York
- With
- Dinahmoe
- With
- ACNE Production
Objective
GE launched Performance Machines as part of GE Works, the brand's 2012 platform built to show a mass audience what GE actually makes, using technology and sport as the hook. Hosting it on NBC Sports' network put GE's machines directly in front of a football audience, pitching the brand through competition rather than a straight product pitch.
Solution
On geworks.nbcsports.com, players pick from nine matchups, each pairing an NFL star against one of GE's supermachines. Selecting one loads a short video-game encounter where the player takes the athlete's side against the machine. When the round ends, the player drops back to the matchup list and can pick the next pairing, working through the set of nine man-versus-machine contests at their own pace.
