10/9/24, 10:23 Ebony Banks -Week 7 Group
AM Discussion
Go Pro : Be A Hero
The IMC Campaign I will be discussing is GoPro: Be a Hero. GoPro, Inc. is an American technology. It
manufactures portable action cameras and develops its own mobile apps and video-editing software. Go
Pro created an action video campaign that gained attention of consumers. These high-quality videos
consisted of athletes doing extreme sports and activities.
Advertising is something that is easy for GoPro. Go Pro mainly uses user generated content to advertise
their products. These videos are posted on social media like YouTube, Twitter and Instagram.
“Public relations (PR) involves communication designed to help improve and promote an organization’s
image and products.” (2015). Go Pro has sponsorships including NASA, Amazon, Sony PlayStation, and
Golden Globe Awards. These sponsorships enhance the image of GoPro and this usually creates more
public relations opportunities. Cause-related marketing is when a company supports a nonprofit
organization in some way. GoPro supports St. Jude Children’s Research Hospital, Mauli Ola Foundation,
and Bicycles Against Poverty. “Cause-related marketing can have a positive PR impact by strengthening
the affinity people have for a company that does it.” (2015). Go Pro used GoPro Hero’s to create videos
about each non-profit organization This generated public relations as well because it helped improve
GoPro’s image while also promoting it.
Bylucyoneill2, P. (2020, May 10). The 4 keys to gopro's Incredible IMC Success. Retrieved
February 27, 2021, from https://lucyoneill2.wordpress.com/2020/05/10/the-4-keys-
to- gopros-incredible-imc-success/
Announcing: Gopro for a cause. (n.d.). Retrieved February 28, 2021,
from https://gopro.com/en/us/news/announcing-gopro-for-a-cause
Watch now: NASA RELEASES GoPro footage of space walk. (n.d.). Retrieved February 28,
2021, from https://www.buro247.me/lifestyle/news/gopro-nasa-space-walk.html
[Author removed at request of original publisher]. (2015, October 27). Principles of marketing.
Retrieved February 07, 2021, from https://open.lib.umn.edu/principlesmarketing/
• TV ad campaign to create interest in the product using a celebrity
spokesperson (advertising to create awareness)
• Appearance of the celebrity on a TV talk show (public relations to generate interest)
• E-mail from the celebrity endorser offering a promotional price (direct marketing
to spark desire to purchase)
about:blan 1/
k 2
AM Discussion
Go Pro : Be A Hero
The IMC Campaign I will be discussing is GoPro: Be a Hero. GoPro, Inc. is an American technology. It
manufactures portable action cameras and develops its own mobile apps and video-editing software. Go
Pro created an action video campaign that gained attention of consumers. These high-quality videos
consisted of athletes doing extreme sports and activities.
Advertising is something that is easy for GoPro. Go Pro mainly uses user generated content to advertise
their products. These videos are posted on social media like YouTube, Twitter and Instagram.
“Public relations (PR) involves communication designed to help improve and promote an organization’s
image and products.” (2015). Go Pro has sponsorships including NASA, Amazon, Sony PlayStation, and
Golden Globe Awards. These sponsorships enhance the image of GoPro and this usually creates more
public relations opportunities. Cause-related marketing is when a company supports a nonprofit
organization in some way. GoPro supports St. Jude Children’s Research Hospital, Mauli Ola Foundation,
and Bicycles Against Poverty. “Cause-related marketing can have a positive PR impact by strengthening
the affinity people have for a company that does it.” (2015). Go Pro used GoPro Hero’s to create videos
about each non-profit organization This generated public relations as well because it helped improve
GoPro’s image while also promoting it.
Bylucyoneill2, P. (2020, May 10). The 4 keys to gopro's Incredible IMC Success. Retrieved
February 27, 2021, from https://lucyoneill2.wordpress.com/2020/05/10/the-4-keys-
to- gopros-incredible-imc-success/
Announcing: Gopro for a cause. (n.d.). Retrieved February 28, 2021,
from https://gopro.com/en/us/news/announcing-gopro-for-a-cause
Watch now: NASA RELEASES GoPro footage of space walk. (n.d.). Retrieved February 28,
2021, from https://www.buro247.me/lifestyle/news/gopro-nasa-space-walk.html
[Author removed at request of original publisher]. (2015, October 27). Principles of marketing.
Retrieved February 07, 2021, from https://open.lib.umn.edu/principlesmarketing/
• TV ad campaign to create interest in the product using a celebrity
spokesperson (advertising to create awareness)
• Appearance of the celebrity on a TV talk show (public relations to generate interest)
• E-mail from the celebrity endorser offering a promotional price (direct marketing
to spark desire to purchase)
about:blan 1/
k 2
