In this presentation, Manuel Bornia discusses a new marketing campaign devised by GE to promote their super-materials and celebrate the 45-year anniversary or the moon landing. GE utilized emerging social media platforms to promote the product.

1. General
Electric,
Moon
Boots,
and
Snapchat.

2. GE
is
now
in
the
sneaker
business.

3. The
company
best
known
for
kitchen
appliances
and
light
bulbs
has
launched
a
campaign
to
showcase
how
it’s
material
engineering
helped
get
a
man
on
the
moon.

4. GE
developed
the
silicon
used
in
the
space
boots
worn
by
Neil
Armstrong
and
the
Apollo
11
crew
in
1969.

5. GE
also
worked
on
the
helmets
that
crew
members
wore.

7. To
honor
the
45
year
anniversary
of
the
moon
landing,
GE
has
partnered
with
designer
Android
Homme
and
online
retailer
JackThreads.com
to
sell
100
pairs
of
replica
moon
boots.

8. The
stylish
shoes
will
be
sold
exclusively
on
JackThreads
and
will
go
on
sale
on
June
20th
precisely
at
4:18pm
EST,
the
exact
moment
the
Apollo
11
module
landed
on
the
surface
of
the
moon.

9. In
another
wink
to
the
historical
significance,
the
shoes
will
be
priced
at
$196.90
to
echo
the
year
of
the
landing,
1969.

10. The
shoes,
called
the
Missions,
will
include
some
of
the
‘super
materials’
the
GE
developed
for
the
mission
45
years
ago
and
examples
of
that
they
are
working
on
today.

11. According
to
Linda
Boff,
execuUve
director
of
global
brand
markeUng
at
GE,
the
sneakers
will
include,
“super
materials
like
stabilized
carbon
fiber
and
hydrophobic
coaUng.”
It
is
their
hope
that
by
including
these
materials
in
the
shoes,
consumers
will
be
able
to
relate
to
the
high-­‐
tech
materials
GE
is
developing
and
producing.

12. GE
also
made
news
merely
by
announcing
the
promoUon.

14. The
company,
which
employs
over
300,000
worldwide,
debuted
the
shoes
on
Snapchat,
the
of-­‐the-­‐
moment
social
app.

15. GE
considers
Snapchat
an
important
space
for
them
to
inhabit.

16. Snapchat
has
a
rapidly
growing
user
base,
enUced
by
the
erasable,
impermanent
nature
of
its
media.

17. GE
can
be
found
on
the
network
@gereralelectric.

18. The
moon
shoe
campaign
will
run
on
Snapchat
for
one
day
only,
including
visuals
and
music
promoUng
the
sneaker.

19. GE
will
also
be
uUlizing
the
tradiUonal
social
media
outlets
to
promote
the
Snapchat
campaign,
namely
Facebook
and
Twi]er.

20. The
promoUonal
as
a
whole
is
very
modern
and
forward
thinking
—
much
like
the
moon
landing
was
45
years
ago.

21. A
126-­‐year-­‐old
corporaUon
is
recreaUng
a
simultaneously
retro
and
technologically
astounding
product
and
then
promoUng
it
on
an
ultra-­‐current
media
outlet.