But this is not a b-to-b campaign. GE aims to reach consumers in
tech-savvy cities like Brooklyn and Austin with the message. Not
only does GE hope to educate investors about its innovations --
around 40 percent of GE stockowners are retail investors according
to Ms. Boff -- it hopes to woo tech talent with the campaign. The
firm is up against new competitors when it comes to attracting
employees, she said.
A short film will launch weekly, posted on GE's social pages,
and hitting the big screen in places like Brooklyn's DUMBO, home to
the Brooklyn Bridge Park Conservancy's outdoor film series
sponsored by Syfy.
In the first GE film, set to launch today, "sexy vampires" flood
Datalandia. To ward them off, they're lured to the small town's
soccer stadium which is flooded with light, vampire kryptonite.
Subsequent videos will feature speeding locomotives "in love," an
alien invasion, and extreme weather. GE's smart machines and the
data that fuels them serve as the heroes of the adventures.
A preview of the series that's available on YouTube now starts
with a screen rating the film "GE" for General Electric, and
suggests, "Data Geeks strongly cautioned: explicit use of
industrial internet, intelligent, machines, and things that
In keeping with the movie theme, GE also plans to distribute
film posters associated with the shorts via wild postings in
tech-centric places including Austin, Boston, Brooklyn and San
And how about a mini-me? Later this month, GE will invite people
to upload photos of their faces at its Datalandify Yourself site,
and in return they'll receive a small version of themselves
generated by a 3D printer. Datalandia figures are under one inch in
height, said Mr. Means. Though GE will gather contact information
in order to send people their personalized dolls, data collection
isn't a goal, said Ms. Boff.
"There's not a retargeting effort in place," she said.