The advantage the company has is that its business follows an ecosystem where watching GoPro content makes non-users tempted to buy one of its Hero cameras.
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We believe the GoPro awards serve as another stepping stone in making the company succeed in its budding content segment.
GoPro has created the GoPro Awards and will hand out up to $5 million for the best photos and videos shot with its cameras. The positive impact on our brand and business has been immeasurable. You’ll be able to submit clips of varying length across a number of categories (action, motorsports, music, family, animals, and more) and specific prompts (like best trick shot, sickest drift, family trips) in hopes of winning cash rewards.
In a press release GoPro said it is looking for “content that emotionally engages, amazes, or excites – from extreme to mainstream moments, professional to consumer”.
For an excellent photo, you could win $500, while a formidable video edit may result in a $5,000 payout.
As of now, GoPro will not be giving content creators contributing to the GoPro Awards a cut of licensing revenue.
GoPro doesn’t just want to be seen as the hardware that makes the videos you enjoy online, it wants to be seen as the place that enables and provides them.
GoPro’s birthplace began capturing the action-sports community, creating user-generated content from the athletes in our space.
GoPro can also modify your content, redistribute it anywhere it wants, and include it in any type of media, including press materials and broadcast advertisements.
Interestingly, given how many people use GoPros mounted on third-party drones to shoot video and photos-and the fact that the company is planning to start selling its own drone early next year-aerial is not included as a stand-alone category.
“We are big believers in the sharing economy”, Lurie says of the notion of asking everyday users to submit their own content for profit. As GoPro Awards participants put together submissions, they will likely share their work on social sites even more than usual, generating more buzz for the brand, as well as its popular Hero3 camera.
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The company explains in its licensing terms that, by submitting a clip, “you grant to GoPro and its licensees, successors and assigns a worldwide, non-exclusive, perpetual, irrevocable, fully paid-up, royalty-free, right and license”.
