GE Expands its Customer Event with a ‘Social Studio’

GE’s annual Minds + Machines event explores the digital transformation of an industrial company, the state of the Industrial Internet, and the environment in which these industrial assets and technologies live and work. But this year, the company sought to go beyond offering content to its audience of GE customers, developers, partners, industry luminaries and technology thought leaders. It wanted to bring digital industrial transformation concepts to life, and then, engage audiences beyond the room.

GE incorporated industrial engineering concepts into the design of the conference, using large-format photo imagery, branding, A/V and experiences to compel them. Then, the brand activated a Social Studio in the heart of a centralized Tech Hall to amplify those stories and messages via social media.

GE integrated large-scale industrial assets, such as jet engine wind turbines and locomotives, which created a visual connection to the real technology at work. Attendees encountered actual parts of a turbine or aviation engine on display. In the event’s main hall, attendees could walk through GE’s digital ecosystem, including healthcare, transportation and aviation, all the while experiencing solutions by demoing products. Attendees could also check out a virtual power plant.     The up-close-and-personal strategy with industry themes resulted in a 41 percent increase in turnout. But the true test of success was the amplification achieved through that live broadcasting Social Studio, which provided a platform for GE executives, partners and thought leaders to discuss core trends affecting the industrial world. Beyond the 229 traditional media articles the studio generated, the event generated 4.47 million social media impressions. Industrious.