Best Use of Existing Technology — Deborah Hyatt

One of the best marketing approaches utilizing current web technology is GoPro’s use of consumer-generated content to help sell its “adventure cams” and related products (drones, stabilizers, mounts, accessories, etc.). Cannon, Panasonic, Sony, and other video camera manufacturers don’t come close to do what GoPro has done via the huge and ever-changing WATCH section on its website at https://gopro.com/channel/.

There, every visitor can immediately access hundreds of consumer-submitted videos compiled into content-driven playlists. Current categories include “Skate,” “Bike,” “Wild Animals,” “Aquatic Adventures,” “Short Films,” “Flight,” “GoPro for a Cause,” “Furry Friends,” and many more. The result is an enormous, entertaining, and often informative offering of videos that make the quality, usefulness, and durability of GoPro’s products completely clear to site visitors, without ever feeling like a series of product testimonials or reviews.

The playlists compile videos that GoPro has selected to spotlight from among the flood of content created by GoPro users. The company does not pay for submitted videos, but does invite customers to submit photos, raw video footage, or edited videos for judging and cash awards, or to enter Content Challenges in categories that currently include “Action,” “Adventure,” “Motorsports,” “Music,” “Sports,” “Animals,” “Family,” “Travel,” and “Science and How-To.” Additionally, because GoPro’s customers know that the company also looks for videos featuring its products on youtube.com and other sites, many users advertise the camera brand in their video titles, description, subtitles, etc., or produce and post compilations of their favorite GoPro videos. These activities help spread the word about GoPro, drive potential buyers to the GoPro website, and reinforce the value and appeal of the brand.

It’s tempting to think of all this as “free” advertising for GoPro, but that, of course, is not true. The company has to pay for labor, equipment, software, bandwidth, cash awards, etc. But the astounding reach and potential impact of its use of consumer-created content far outweighs the costs involved — and, what is more, achieves a perfect marriage of branding message and medium.