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.