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GoPro Social MediaThe Gopro camera is an action-oriented personal camera that can be mounted virtually anywhere and record spectacular action sequences with stillness and clarity never before possible through the use of handheld equipment. Gopro's use of social media -- particularly Youtube, where user videos are uploaded and shared with millions of viewers -- is a great way for the company to market itself to consumers, who are a given numerous examples of just what they could do and capture with their own Gopro mounted camera.
GoPro has branded itself as the camera for all things extreme: its tag at the end of its online videos is "Be a Hero" -- and is displayed at the end of videos such as that of the man training a pelican to hunt fish and to fly. The camera company is appealing to individualistic people looking to do something different, something exciting, something off the beaten path -- something that matters both to themselves and to the world. People can capture moments in their lives -- such as splashing with their kids in the waves at the beach -- or sledding down a hill -- with unbelievable lucidity made possible by Gopro technology. Gopro is so innovative, its cameras were used to make the world's first ever first-person point-of-view full-length action film -- Hardcore Henry -- which dared to reinvent the...
Gopro is thus situated on the cutting edge of camera technology and encourages users to post via Instagram, Facebook and Youtube all the great footage they are able to capture.
GoPro thus emphasizes "the feedback loop between adventure, social media, and the gadgets themselves" by showing that amazing pictures and video can be taken using Gopro cameras (Burney, 2015). Using Instagram, Gopro was able to draw massive attention to its brand. In 2014, for example, the company increased its Instagram content output by nearly 100%, posting more than 40 pictures and nearly 20 videos per month at the end of the year (Burney, 2015). Those posts translate into consumer engagement, as the consumer feels it is part of a special activity and that Gopro is more than just a manufacturer -- it is also a promoter of the lifestyle and content that users want to see actively supported via social media. By promoting the sharing of content, Gopro essentially gets consumers to act as marketers for the company -- and consumers in exchange receive the benefit of being able to share unique and visually stunning footage on a platform seen all over the world by like-minded individuals. Gopro's usage of Instagram serves as a networking tool in which consumer and…
Marketing in the Age of Digital Media: The Advantages and Disadvantages of Social Media as a Marketing Tool Introduction Digital media has revolutionized the way in which marketing is conducted. New media has transformed the landscape of advertising and displaced old media as the means of reaching an increasingly fragmented culture (Webster & Ksiazek, 2012) and targeting specific audiences and individuals. One aspect of digital media that has come under increasing focus
Social Media Strategy Analysis GoPro is renowned for using social media—in particular YouTube and Twitter—to draw attention to its cameras, especially its Hero brand digital video cameras. By using footage filmed by people who purchased the GoPro Hero camera, GoPro essentially obtained free advertising that was produced and driven by consumers, each wanting to join the growing list of video segments uploaded by the company to its YouTube page. This paper
Introduction—Case Synopsis NIVEA is brand produced and sold by Beiersdorf, a global skin and beauty care company that has been in operation for over a century. Beiersdorf’s goal in the UK was to get its products as close to consumers as possible. Its focus with NIVEA was to develop the brand into one of the biggest skin care brands on the planet, a core concept of global marketing (Spillan, 2012). After
Pro: Form, Function and Inspiration GoPro refers to a form of a tiny, professional camera which captures HD footage and which is extremely lightweight and extremely versatile. It is marketed most strongly to adventurers and travelers along with professional and semi-professional athletes who engage in extreme sports. The brand is American and the personal cameras are high definition, and are lightweight, rugged, wearable and mountable in places where ordinary people
The Potential for GameStop to Create a Strategic Alliance with GoPro GameStop has partnered with companies like Cricket and Apple via SimplyMac in the past in order to sell phone subscriptions and Apple devices. Now, with the next generation of consumers coming up in the Digital Era, GameStop can form a strategic alliance with GoPro, the number one producer of action cameras, to get more consumers interested in merging video gaming
Introduction When deciding upon marketing strategies to be used for a hotel business in order to attract new clients, a hotel must identify that which sets it apart from other competing hotels. The essence of any successful marketing campaign is the ability to differentiate oneself. Trout and Rivkin (2006) state that a company must “differentiate or die” (p. 2), meaning that if a business cannot do something to distinguish itself from