#Droneweek 2016 is a live broadcast that captures GE’s role in supporting and powering the 2016 Olympic Games in Rio, shot from the perspective of multiple 4K Drone cameras designed to deliver live, streaming, broadcast-quality action to a Facebook Live audience in the US, Brazil, and the world.

Overview

5 episodes in 5 days take viewers across Rio, exploring GE’s contributions to the regional power grid, lighting, athlete training diagnostics, and more. Each episode is shot using a combination of live and pre-recorded drone coverage. A host and a team GE engineers provide narrative and color for each episode.

Facebook LIVE Broadcast

#Droneweek 2016 was broadcasted exclusively on GE’s Facebook Live channel to audiences in the US, Brazil and around the world. The team worked closely with GE Brazil to extend the broadcast local channels as well - translating the live feed with Portuguese subtitles.

One of the primary objectives of the campaign was to ensure that each episode truly felt like a live event. Followers of the multicast were alerted prior to each day’s events. And teaser content was pushed a week in advance across Facebook, Twitter and Instagram to build excitement.

The results far surpassed the benchmarks achieved in the first of Droneweek 2015.

Droneweek 2016 racked up 3.2MM video views and 50.6MM impressions. With round the clock optimization from Day 1 to Day 5 we were able to steadily grow the no. of live viewers from 2K to 84.7K.

Outcomes/awareness - change in behaviour, reach, public opinion, content response

From a qualitative standpoint we noticed a sharp increase in quality engagement, especially during the live q&a section. Viewers asked asked about the technology at work, renewable/ alternative energy resources in which drones can be powered.

There is now a much stronger sense of ‘GE community’ followers jumped in to answer each other’s questions even before the brand does, this is a key indicator of message resonance and a healthy interest in GE sponsored content.