The magic of science, made simple.
How can you bring classic DIY science home to a new generation? Labracadabra by GE combines how-to videos, DIY at-home kits available for purchase on Amazon and voice-assisted instructions from Amazon Echo's Alexa.
Videos and supplemental photo content were published under the GE brand as a new media property to promote science at home to a family-friendly audience.
The series was featured on Facebook, YouTube, Instagram and Pinterest and racked up both impressions and views; 15MM across platforms, with a community of fans 50,000 strong in the first 6 weeks.