GE wanted to launch their new, state-of-the-art French Door Refrigerator. That, and call the attention of a recession-weary nation to the fact that it’s built right here in America.
So we decided to put it to the ultimate test by filling one with fresh food, hooking it up to a generator and driving it over 2000 miles to a place fresh food doesn’t exist, all the while praying everything survived the trip filming the adventure with the original director of Survivor and producers of The Amazing Race. The mission, beyond performing a ridiculous product demo, was to find Ron Thompson, a homesick wildlife biologist stationed in the deserts of Far West Texas, and surprise him with his family and a feast of his favorite foods.
Visitors to the Freshpedition website encountered an amazing full screen timelapse of the entire journey. We stuck a GoPro camera on the back of the truck and recorded the whole thing. From here, visitors could browse through content via the Freshpedition timeline on the bottom.
We rolled out 5 episodes where we followed our GE engineer Justin Berger and celebrity chef Ben Sargent on this journey. One guy was there to show off this new refrigerator he helped design and give it a shot to prove itself. The other was there to find the freshest food and to question whether or not this guy's refrigerator could do the job. The episodes showcased all of that and they were great.
You don't travel through Louisville to Texas without meeting any interesting characters. We collected all our pictures and extra footage and put them in the timeline for everyone to see.
Whether it was stopping for crawdads or getting fresh bib lettuce, we stopped and took 360º shots of our surroundings.
So we proved our point and that this refrigerator is the real deal. It kept all the food gathered along the way perfectly fresh and endured this ridiculous test we put it through. A part of the site showcased all the technology within this refrigerator that helped it do that.