How GoPro went Viral through Content

Found a great article about how the GoPro developed into this giant community of hardcore users and fans. Here it is:

"GoPro, maker of high-definition personal cameras for adrenaline junkies, does do some traditional advertising. But that’s not how it built its loyal following of nearly 2.6 million YouTube subscribers.

Its YouTube channel is packed with videos of customers skydiving, base jumping and deep sea diving. Whatever your extreme passion, GoPro has a vertigo-inducing, user-generated video for you. Rarely a week goes by without a GoPro-filmed feat going viral on Reddit or Facebook.

This media strategy, explored in greater length in a previous article on The Next Web, is resonating with customers to the tune of 3.8 million cameras sold last year, according to CNN money.

It’s an example of a company knowing its market, and fostering a content strategy that allows fans of the product to share their experiences. The message is subtle but clear: purchasing a GoPro is more than just buying a camera—it’s buying an experience."

Viral GoPro Content generated through Users:

Source: http://thenextweb.com/entrepreneur/2014/10/29/4-brands-built-empires-without-traditional-advertising/