Two weeks ago, GoPro deputed it’s Awards Platform, a weekly program that awards cash to content creators, including $500 for best photo, $1,000 for top uncut video and $5,000 for best edited clip. All told, GoPro has set aside $5 million for the initiative, which currently doesn’t have an end date. “This is not a contest or gimmick—it’s an ongoing campaign,” said Zander Lurie, SVP of Entertainment at GoPro. “We envision that a key component of our strategy will be to share revenue with our user.”
And just last week, GoPro commented on a GoPro user’s YouTube video in which she saved a kitten in a crowded intersection. As a thank you for the deed, GoPro sent the hero a care package.
What these two examples show is what has made GoPro the successful business it is today: it’s all about their consumers. They love their users and reward their loyalty. In turn, people love them, and they provide one of the best things in return: free advertising.