Hotwire | Case study GoPro - Hotwire

over 365 million

people reached

The challenge

GoPro wanted to the launch of its HERO3 range one of the biggest events of the year and tasked Hotwire to make sure that the top influencers from across Europe and Australia were in attendance to help GoPro make maximum noise and buzz about the new product line-up across the world.

We set measurable objectives with them to:

  • Drive awareness of the GoPro brand and the new product range, primarily across Europe and Australia.
  • Build and deepen relationships with credible, relevant influencers

over 280 pieces of coverage

including the Financial Times, Metro, TechRadar, MPORA and Digital Spy

Our answer

An ultimate GoPro experience was developed to show off the Hero3 camera in action in three different environment, creating compelling activities that would get influencers to use and experience the camera in its full glory:

  • Land – car and motorbike racing
  • Sea – diving and sailing
  • Air – a fighter jet and hot air balloon

A focal point of the event was the press conference led by GoPro CEO, Nick Woodman, where attendees were given exclusive access to the new product line-up as it launched providing an immediate hands-on. The event concluded with a street party to fully engage influencers with the GoPro brand, let them ‘hang’ in true Californian style and taste the life of a true GoPro enthusiast.
 
Hotwire’s role was to make sure that the right people from across Europe and Australia were in attendance. We started by identifying 30 top lifestyle, national, extreme sports and technology influencers. Specialist Hotwire teams working across our European (UK, France, Germany, Italy and Benelux) and Australian offices worked hard to secure these influencers, manage logistics and then host them throughout the event.

Meanwhile teams working back in our office supported GoPro by promoting the camera launch through dedicated influencer relations. Central to this was creating awareness of GoPro’s branded out-of-this-world video content to excite and engage non-attending media, fans and potential fans.

The results

The buzz around the launch was instant, with attending journalists exclusively live-tweeting from the launch event and within one hour of launch the hashtag #GoPro was trending worldwide on Twitter. Furthermore, 24 hours after launch the Hero 3 video had reached over one million views on YouTube, and has now had more than 32 million views and over 185,500 likes. 

Awareness of the GoPro Hero 3 was high amongst consumers in Europe and Australia, driven by excellent press coverage across the regions with over 280 pieces of coverage including the Financial Times, Metro, TechRadar, MPORA and Digital Spy all publishing the news with a reach of over 365 million.

The second measurable objective was also smashed with positive relationships built with attending influencers. All 30 attendees became huge GoPro fans, with each one returning home as a GoPro ‘ambassador’ and additional in-depth coverage appearing as a result.