GE uses digital space to spread brand awareness with contest

LOUISVILLE, Ky. — GE is leveraging social media as part of its Reimagining Home brand campaign, and holding a contest on its Tumblr page.

The brand is inviting consumers to submit their best cooking failure story to its Cooking Fail Redemption Tumblr page for a chance at redemption at GE’s headquarters, where the winner will re-create the same dish under the guidance of Chef Jeffrey Saad. Saad hosts United Tastes of America on the Cooking Channel.

“At GE, we asked ourselves: If your kitchen could study you, and your failures, how would it adapt to make your life easier, your meals better?” said Eddie Martin, chief marketing officer for GE appliances. “To answer that question, we launched our 'Reimagining Home’ campaign, a new way to look at the functionality of the kitchen, where we sometimes succeed, sometimes fail — and it’s these moments of human fallibility that make the campaign so easily relatable to consumers.”

GE’s Kitchen Reimagined interactive space, an extension of the 'Reimagining Home' campaign, offers contestants and other visitors the chance to explore clickable hot spots to pull up insights, tips, smart design features, infographics, demo videos, social streams and little lessons to learn more in the kitchen. The virtual kitchen is continuously updated with new information from GE experts, cooking pros and consumers.

Participants can click on a plate on the counter at Kitchen Reimagined to access the Cooking Fail Redemption Tumblr page to submit their cooking failure story in one of three categories: entrees, desserts and other.

The grand prize winner will be awarded a trip to Louisville to re-create the cooking failure with Saad, as well as three GE appliances. The first runner-up winner will also be awarded a trip to Louisville, as well as one GE appliance. The second runner-up winner will be awarded a trip to Louisville.

The contest runs through Sept. 3, and the winners will be announced between Sept. 6 and Sept. 13.