Since the days of Edison, GE has been at the forefront of industry. But for many, the brand conjures images of light bulbs and industrial equipment—not the software inside of them. How can we drive perception of GE as an innovative technology company through active support of STEM education?



Inspire the science in everyone by creating a franchise dedicated to making it simple. Labracadabra launched in December, 2016, complete with videos, experiment kits and an Amazon Alexa skill to guide users through the experience.



In just a few weeks, hundreds of experiments were completed and shared across social—and Alexa noticed. Labracadabra was featured as a trending skill. But even better, GE helped thousands of future scientists roll up their lab coat sleeves for the first time.