The idea began as a simple one––create a dedicated block of linear programming to debut DRONEWEEK––but was backed up by research that pointed to a ripe cultural opportunity.

Dan Meyer, DRONEWEEK host and VICELAND journalist, said it best: "It’s like Shark Week, but with drones!"

VICELAND's audience, like Dan himself, heavily indexes on tech-obsessed millennials. Pop culture––a subject that VICELAND and its parent company know intimately––has a long-documented fascination with drones, and VICELAND's hundreds of hours of drone-related programming only whetted their audience's appetite.

We had identified a quantifiable demand for stories that involved drones, and knew that our story couldn't be constrained to :30 and :60 second clips.

DRONEWEEK took over a week of VICELAND’s primetime schedule for five straight nights, Monday through Friday. Each programming block ran commercial-free, revolved around elements of the energy ecosystem, and was crafted from scratch.

We educated the next wave of decision-makers through entertainment. Each DRONEWEEK hour was hosted by the brilliant tech and science minds of VICE talent and GE leadership, who watched the programming with the audience and enriched it along the way.

To keep as native to the network as possible, we built a suite of interstitial clips with signature VICELAND humor that acted as the ‘glue’ to keep viewers in their seats.

A three-week promotional campaign became a fully-integrated, multi-platform onslaught. A complete social takeover and national out-of-home campaign––spanning billboards, sidewalk stencils, and subway/ferry takeovers in New York City, San Francisco, Chicago, and Atlanta––built momentum for the week.

Results were incredible and helped define a new point-of-view for GE on the energy ecosystem, including:

- Custom TV show on VICELAND reached 2M+ TV viewers, making it the most watched co-branded program on VICELAND ever

- 68,400,000 minutes of content consumption

- Over 80,000 social engagements on its first airdate

- Episodes on linear TV saw 11% growth in TV tune-in day over day

- Over 100MM+ out-of-home impressions in cities across the country, in GE’s key Energy Customer markets

- Business decision-makers tuned in to DRONEWEEK content more than all other audiences

- A qualified lead was generated for a GE Power product