The Atlantic Roundtable was born - a customized cross-platform experience across print, online, mobile, and social to push custom content through GE’s &The Atlantic’s digital footprint.

Ideas Roundtable: Engagement was spurred by putting GE-developed data visualization at the center of the conversation. Conversation supporting the data visualization was then created through The Atlantic’s expert insights and commentary. Commentary was refreshed weekly and promoted across platforms.

- Homepage takeovers and native promotional units were customized to promote the Ideas Roundtable

- Mobile and interstitial units featuring data visualization teasers were used to drive app users to the destination

- Sponsored tweets were activated to drive interest

Smart Content Correlator: Using smart scanning technology, a first-time offering built for GE, The Atlantic’s online articles were enhanced to feature GE content without leaving the page. Complementary GE videos & data visualization were served into relevant editorial features, allowing GE to amplify brand engagement.

From the Brown Yardley 2012 study, business decision makers perceived GE more positively after the campaign – they believed GE is an industry leader, and makes products that improve quality of life.

Ideas Roundtable:

- Average time spent was just under two minutes, which was above The Atlantic’s article page average, where users consume editorial content

- Content generated an active user base as 63% of visits were “repeat visitors,” reaching 18K people

Smart Content Correlator:

- GE content integration proved to be an effective way to communicate the “GE Works” message

* Video completion rates ranged from 24%-49%