Strategy Software engineers are a unique audience. We knew that we couldn’t talk to them through standard communication channels. Any attempt to assert our software smarts through advertising would be both wasteful and met with a combination of skepticism and incredulity, or even worse, indifference.To get the attention of software engineers and earn GE some credibility in their world, we spoke to them in the language that only they understand – binary code.We used our sponsorship of the 2016 Olympic Games and Twitter to demonstrate the Industrial Internet and launch a global coding challenge to a very niche audience.We set a series of three increasingly difficult technical challenges and drew software engineers to the challenge with binary tweets, along with irresistible banners and posters in binary code. MediaStrategy Data was omnipresent throughout our creative execution. Data formed the core of many of the creative challenges tasked to our coding audience, from transcribing binary data to ASCII or sifting through the data of a gigapixel image to find the hidden code. The last and most difficult challenge transformed the raw data of a sound into an image that kept coders up late into the night the world over as they tried to determine its meaning.Data was also used throughout the campaign to understand the niche audience, reach them in a compelling way, as well as guide them through a series of challenges.As each of the coding challenges were released, GE used data to understand, in real-time, contestants' progression. If a challenge was stumping a large volume of contestants, GE would publish a hint or tip to assist them. CampaignDescription The Rio Olympics is the stage for the world’s best athletes, we used it to attract the world’s best software engineers. As a technology partner to the Olympics, GE machines in Rio initiated conversations on twitter in a language that only coders would understand – binary code.This allowed us to engage a hard-to-reach audience who had zero interest in hearing from GE.But to really pique their interest, we gave coders something they couldn't resist, a challenge. Hidden in the machines’ tweets was a 3-part tech challenge against software-enabled machines.The first challenge was to take the machines’ binary tweets and translate them into ASCII art.The second, was to write code to find binary hidden in a gigapixel image, or participants could spend days searching for it manually.The final challenge did coders’ heads in. An image of what appeared to be a GE logo was tweeted and participants were given no more guidance than this. The trick was to recognize the wavy lines in the image as a spectogram, then write code to reconstruct sound from the image to reveal a secret URL.Zoltan Szabo was the first to complete the challenges in 15 days, winning the $10,000 prize. Outcome The campaign not only got some of the world’s best software engineers and data scientists to participate, but also attracted a significant amount of PR, and traffic across key markets.GEeks go for #cc9900 got the global media talking about GE as a tech company with over 19,000,000 media impressions globally.It also got the world’s top tech talent participating in the campaign with over 110,000 unique website visits (a massive number for a niche audience) from over 138 countries around the world.Best of all, there was a 27% increase in recruitment of coders. Synopsis GE is in the middle of a huge transformation, from an industrial company, to a digital industrial company. The Industrial Internet has fundamentally changed their business, and the type of people they require to work in it.GE needed software engineers and data scientists the world over to choose a job with them over a role in Silicon Valley. And whilst GE had the hardware cred in spades, they didn’t yet have the software street cred to make them an employer of choice. This is something that had be earned. Relevancy GE's GEeks Go for #cc9900 (that’s hexadecimal code for gold, by the way) was developed to gain attention and earn credibility with software engineers around the world using a language that only they would understand – binary code.Data, digital channels and GE's biggest global sponsorship, the 2016 Rio Olympics, were used to demonstrate GE's software engineering capabilities and launch a global coding challenge to a very niche audience.Whilst the rest of the world lost its mind for the incredible displays of athleticism at Rio, software engineers lost their minds for our challenge.