New York—General Electric Co. this week debuted “One Second Theater,” a groundbreaking ad campaign designed for digital video recorder users.
During an ad for GE’s “ecomagination” campaign, which began running Monday, users with DVRs can pause the commercial at a designated spot to see behind-the-scenes content, including the making of the “Dancing Elephant” spot.
GE’s “One Second Theater” was created by BBDO New York.
It is designed to create a more interactive experience for customers, according to GE. The campaign also features an online component.
The budget was undisclosed.