In the U.S., branded entertainment is not a new tactic. However, in the appliances category, it is very much an off-the-beaten-path approach. Typically, a refrigerator ad would focus on a shiny kitchen full of shiny appliances and cut in close on the fridge while listing key features. We took the opportunity to try an entirely different approach by telling a riveting story that proved that GE’s French Door Refrigerator could deliver a real, true benefit — superior freshness.

After months of event scouting, we found the perfect match in New York Creative Week. The event gave us access to tech influencers and a space large enough to house our to-scale jet engine.

To promote the event, we assembled a PR team and worked off the idea that “Throttle Up” is literally blowing people away. Slow motion videos of well-known advertising personalities being blown away by jet-engine-strength wind were distributed across industry channels online. Corresponding wild postings covered Brooklyn neighborhoods around the event site.

We leveraged GE social channels to implement the “Throttle Up” digital hub – designing a Tumblr to house custom content, teaser videos, real GEnx images and facts, and #ThrottleUp tweets.

To reinforce “GE Works” messaging. we played TV spots and videos of employees at work on a massive LED screen in the event lobby, reminding guests that GE employees are at work building things of consequence.

Nearly doubling our goal, GE sold 42% more refrigerators than in 2011. Plus, GE sold through the ENTIRE inventory that they’d built. We also blew our second objective out of the water, increasing GE refrigerator brand commitment by 9%. We also saw a halo effect with the Freshpedition giving GE Appliances’ overall brand commitment score a boost.

At the start of the campaign, Tim Matis, head of advertising for GE Appliances, told the New York Times, “I’ll be honest with you. This idea made us very nervous…it took a while to embrace such a visionary concept.” In the end, GE was thrilled as Preservers were captivated by the Freshpedition journey. The freshness torture test thoroughly sold them on the GE French Door Refrigerator’s innovative power to keep food fresh.