more about integrated marketing plans and how companies are using it to their competitive advantage.
GE AND WORLD HEALTH DAY
How to make a Buzz
Typically, GE has relied on traditional media such as newspapers, tv and magazines. (Sound familiar, it shouldn't ---their budget was 1.1 BILLION!)
But now, like everyone else, they're looking to expand their efforts and, to that end, created their own internal team to come up with new ideas. (I guess BRANDEMiX was busy that day.)
The purpase was to bring the company's efforts to change healthcare, both as a buyer and provider. They wanted to keep the message upbeat and promote themselvs as a company looking to contain costs and sponsor healthy living. It is entitled "Healthcare Re-Imagined".
Here's some of what they did. I think its of interest to all because these same ideas, on a smaller scale, can be used for event marketing, college campus recruiting and any other Special Initiatives that warrant fast, integrating recruiting ideas.
- Performance artists dressed in monogrammed outfits and appeared at a radiology conference in November. Portraying "molecules" they carried plastic balls through the streets, hotel bars, lobbys and other places where attendees gathered.
- They lined theatre seats in broadway with photos of theatre celebs and what they do to keep healthy.
- They handed out free water bottles with logos and captions "Drink this much every day to stay healthy"
- They promoted it on online "culture" sites such as Daily Candy to reach "hipsters" who don't normally interact with GE.
Happy Easter!
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