GE Let an NFL Lineman Take Over Their Twitter Account During the NFL Draft to Talk About Math. It Was Awesome

General Electric—inventor of the Thomas Edison “Hey Girl” meme—has a habit of nerding out on social media in the best ways. This is not a brand that talks about how on fleek they are, bae. These are folks that try to make math and science fun.

(Full disclosure: GE is a Contently client.)

So for the NFL Draft, GE handed over the reigns of their Twitter account to John Urschel, a man who inspired the Deadspin headline “Ravens Lineman John Urschel Loves Math More Than You Love Anything.” He has an undergrad and masters degree in Math, and even teaches an off-season math course in Integral Vector Calculus. He published a paper called “A Cascadic Multigrid Algorithm for Computing the Fiedler Vector of Graph Laplacians” in the Journal of Computational Mathematics.

This tweet pretty much sums him up:

Merry Christmas! I hope Santa brought everyone all the math books they wished for!

— John Urschel (@MathMeetsFball) December 25, 2013

This weekend, he applied his math skills to some creative draft analysis.

E Flowers is one of the strongest in the draft. Is he strong enough to lift a baby ? We checked. #DraftScience pic.twitter.com/m42en1eXj2

— General Electric (@generalelectric) May 1, 2015

Does Mel Kiper know whether Ereck Flowers, the 9th overall pick by the New York Giants, could lift a baby elephant? I think not.

Melvin Gordon through the hole with an avg acceleration of 7 m/s^2, faster than a gazelle. #DraftScience pic.twitter.com/kthpH4D8Zg

— General Electric (@generalelectric) May 1, 2015

Does your average brand social media editor have those emoji skills? Not even close.

“I want to have fun … give some perspective. This is not meant to be the draft war room,” Urschel told The Sports Post, even though strange comparisons to wild animals are definitely a part of every draft war room. (I’m going to assume integral vector calculus is not).

This was a smart, fun move by GE, but not every brand needs to be so smart. Personally, I can’t wait until Johnny Manziel takes over Papa John’s account to tell us what shape a pizza is.