Edited by MEC_CREW:Berti Emily

Dardani MicolMantovani Carol

Mazzola MaiteMonti MariaGiulia

GoPro: Best of 2016 - A Year in Review

The brandGoPro = Going Professional

• Be a HERO → be the protagonist of an adventure

• Extension of the human body, of the view and the memory

• Sensory marketing → Sight → Fish-eye, HD, broader view

• https://it.gopro.com/channel/

• Subliminal perception: why do you want a Go-Pro? It is for recording, but not just a recording camera

Ch.2 - A consumer society Post-modernism:

• De-Differentiation → With the same device amateurs and professionals can both create amazing videos;

• Hyperreality → Turn common experiences into fantastic and amazing adventures;

• Chronology → Most modern way to keep memories

Ch.2 - A consumer society

Experience economy: consumers care about the experience that camera gives to them and not about the product itself

Ch. 8 - Attitudes

• Value expressive function: desire to express a wild and adventurous lifestyle

• The experiential hierarchy of effects: GoPro does not sell cameras but experiences. Consumers buy a GoPro on the basis of their emotional reaction: if you want a Gopro you go and buy it without too many thinking.

Ch. 8 - Attitudes

• Level of commitment → Identification: desire to belong to a certain group (young, wild and free)

• Types of message appeal: emotional appeal → GoPro videos show action, adventure, fun, excitement and adrenaline contents

Ch.10 - Community• Everything is thought to be shared and to be published on Social Media in the

easiest way possible

• Through this device, by mere exposure, you become part of a group of people who want to share adventures and emotions

• Too much effort in creating the “perfect” video → loose the spontaneity of the moment

Ch.10 - Community

• Youtube and GoPro website to create a community in which people can share and watch their/other adventures

• Risky shift effect: people may engage in more risky situation in order to record exiting video and get more group’s approval