GOPRO OF THE WORLD | 2013 - 2015
The GoPro of The World concept all started with a small idea to open up a sub category of Surfline's Wave of The Winter contest, held on the North Shore. Team leaders from our Board vertical met with Surfline and formed a partnership to create GoPro of The Winter in the fall of 2013. The only stipulation to the submissions process was that all the content needed to be captured on a GoPro. The result was an epic display of surf content like we've never seen and the beginning of a whole new way to acquire content from its core community of users. From surfing’s elite professionals to local legends, and few new faces too, the submissions rolled in faster then we could have ever imagined. Our teams were slammed with clip after clip of next-level surf content. At that point, it was obvious there was a much bigger opportunity for GoPro and our users. | Role: Senior Producer
The GoPro of The World concept all started with a small idea to open up a sub category of Surfline's Wave of The Winter contest, held on the North Shore. Team leaders from our Board vertical met with Surfline and formed a partnership to create GoPro of The Winter in the fall of 2013. The only stipulation to the submissions process was that all the content needed to be captured on a GoPro. The result was an epic display of surf content like we've never seen and the beginning of a whole new way to acquire content from its core community of users. From surfing’s elite professionals to local legends, and few new faces too, the submissions rolled in faster then we could have ever imagined. Our teams were slammed with clip after clip of next-level surf content. At that point, it was obvious there was a much bigger opportunity for GoPro and our users.
Role: Senior Producer
GoPro: Endless Barrels recap/promotional video of Surfline's GoPro of The Winter 2013-14 | 13 minutes long w/ 1.5m views
THE IDEA GREW
In the spring of 2014, we changed the scope and name of the contest calling it, "GoPro of The World - powered by Surfing", dedicated a GoPro World youtube channel to host/circulate the content and retooled our editorial teams to take on more content. The following 5-month period the content results once again exceeded our expectations. With such a successful user-generated content program we decided to expand and opened it up to other Action Sport verticals including Sport Fishing and even Music. Each of these contests needed to be about their respective core communities so we picked the best endemic partners to help and contribute. The goal was to push all of these contests on a global scale, where anyone who surfed, skateboarded, mountain-biked, skied, snowboarded, fished or played music could enter and win with GoPro. All of this aligned with our primary business objectives to generate more GoPro content and leverage it as marketing collateral for our products, platforms and a robust stock library of licensable GoPro content. The content we acquired also provided hours of entertainment to our core communities as we continued to stoke them out with not just recognition, but by rewarding them. Below are examples of content from the first three GoPro of The World contents in SURF/SKATE/MT.BIKE these are all examples of how we leveraged the content across the GoPro Network to keep the conversation evolving. If your interested in checking other out contests, click on these gems: GoPro's Line of The Winter powered by Transworld Mag, GoPro's Done and One powered by Guitar Center, GoPro's Best Catch powered by Bassmaster.
GOPRO OF THE WORLD powered by Surfline
1. GOTW 2014 recap and promotional video. Used as a highlight reel and core marketing collateral for the GoPro brand. 5 minutes and over 100K views.
2. Content submission from Brett Barley in North Carolina
3. Uncle Ted wins the monthly GOTW.
2. Users submit their best GoPro moment and GoPro's editorial teams curate the content and post it.
3. A monthly winner is chosen by a pannel of judges and wins $1000. Plus the winner qualifies to win 20k in the final pick.
1. GOTW 2015 recap and promotional video. Used as a highlight, and core marketing collateral for GoPro brand. 3 minutes and 940K views.
THE EVOLUTION
The next logical step was a massive effort on GoPro's part. A much larger team was assembled to design and execute a global program where users could submit their life's most incredible moments, beyond GoPro's core Action Sports enthusiasts. This opened up a whole new level of content under the GoPro Awards, rewarding up to 5 million dollars a year to those content creators.
GoPro Awards 2015