GE- #DraftScience

For the 2015 and 2016 NFL Draft, we created a viral social media campaign for GE that leveraged the talents of Baltimore Raven lineman/math whiz, John Urschel.

General Electric was looking to leverage their participation in the 2015 and 2016 NFL Draft and engage social media-savvy NFL fans in an authentic manner.


With #DRAFTSCIENCE, Cashmere Agency offered an upgrade to the standard analysis-heavy newscaster content familiar to most sports fans by creating a compelling social media experience that engaged viewers by combining the worlds of math and football, while staying authentic to the GE brand. Cashmere identified pro football player/mathematician John Urschel as the face of the campaign and the perfect spokesman to take over the official GE Twitter & Snapchat accounts. Urschel provided live analysis during Day 1 of the NFL Draft, connecting both worlds and simultaneously creating a solid range of original GE branded content to be shared in real time via Periscope and Snapchat. To amplify the campaign even further, Cashmere increased audience reach by tapping into celebrity social channels, Urschel’s Penn State alumni network, and NFL fans.


Over the course of the first 2016 NFL Draft Night, we educated and engaged hundreds of thousands of fans on social media, surpassing our benchmarks across all platforms and securing high-profile coverage on major sport sites across the country.