GE Enlists Tumblr, Vine for Smart Home Relaunch Campaign

Your kitchen is keeping an eye on you, but not in a creepy, Big Brother kind of way.

GE Appliances wanted consumers to know that its products were paying attention —and being responsive — to today’s lifestyles and habits. So it made a whopping $1 billion investment in three key kitchen appliances, redesigned during the past several years to include customer-inspired details.

To introduce the revamped products, the marketer launched a 14-week national advertising and promotional campaign this fall. The outreach, dubbed Reimagining Home from ad agency BBDO New York was a rare consumer-targeted campaign from the brand. It featured TV ads, an interactive website, original content on digital platforms, social media and a cooking-based sweepstakes with a celebrity chef Read more...