To demonstrate that GE engineers can do the impossible, we got them to disprove pieces of conventional wisdom. We turned these into an online film series called “Unimpossible Missions.” In this mission, the engineers applied their expertise to debunk the well-known idiom “A snowball’s chance in hell.”

GE engineers developed a special heat-resistant vessel (using technology from several different GE businesses). They traveled to a steel foundry, placed the snowball in this special vessel and then submerged it in boiling-hot molten metal (i.e., they sent it to “hell”). When they pulled it out, the snowball was completely unharmed.

In the first two days, the “Unimpossible Films” earned nearly 200MM media impressions, and over 12MM earned social impressions. Mic.com users drove to the Unimpossible Missions landing page over 101MM times, and the videos received over 221MM views. Through Great Big Story, the videos were viewed over 113MM times. On Facebook, Twitter, and YouTube total video views were 3.6MM+.