Thursday, 13 February 2014

Going to places where brands have never been, with GoPro

There are a lot of murmurs about Gopro on the Internet at the moment, with many news websites speculating about their plans to take the IPO plunge. However, Gopro seems to regularly generate a lot of attention, as new videos are constantly circulating which showcase not only beautiful scenery and extreme sports, but also the capabilities of the tough little camera.

The word Gopro brings to mind awe-inspiring, fun videos and a daredevil-kind of coolness. Perhaps it wasn’t what the brand was going for from the beginning, but it’s certainly working for them now. The company started in 2002, and has grown its brand organically to a place where it is now considering following in the steps of Redbull and becoming a media company. Whether it comes to fruition or not, the potential is definitely there.

What I like about the company is its ability to embrace the way its customers have used the product. Gopro not only produces is own content - such as the remarkable video below with Kevin Richardson, who calls himself the Lion Whisperer - it also has a team constantly on the look out for new and exciting user-made videos to be featured on the company's website and social media channels: the perfect example of audience engagement and co-creation.

Where ever Gopro may be going, you can be sure that we’ll all be watching, through shares, likes or even as we make our own videos.

Enjoy some favourite Gopro moments below:

Hongi Luo
Current student in the Master of Marketing program at the University of Sydney Business School

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