GE and its agency Clemenger BBDO Sydney are running a global ‘Geeks Go For Gold’ campaign aiming to demonstrate the power of the industrial internet, after a similar one ran solely in Australia and New Zealand last year.
It involves two of GE's smartest machines talking to each other on Twitter in their mother tongue (that's binary, apparently). The world’s best software engineers and data scientists have been asked to try and crack the code by registering at geeksforgold.com, with the first to finish winning $10,000.
01010100 01101000 01100101 00100000 01101001 01101101 01110000 01101111 01110011 01110011 01101001 01100010 01101100 01100101 @GE_BULB— GE LED1 (@GE_led1) August 10, 2016
The campaign is being supported in a range of media across Australia, Canada, New Zealand, the UK, the US, the Middle East, Germany, France, Turkey, Hungary and Brazil.
"GE is a digital industrial company and this campaign is a very tangible demonstration of that," said Emma Rugge-Price, VP, brand and communications, GE Australia and New Zealand.
Paul Nagy, executive creative director at Clemenger BBDO, said: "Last time, the challenge took around three weeks to solve. We’re on day eight and we’ve had over 50,000 visits to the site. 360 are already through to the final stage. Shouldn’t be too long until some ‘beautiful mind’ cracks the winner’s podium."