lOMoARcPSD|23780900 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.    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)

Ebony Banks - Week 7 Group Discussion

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