GoPro aims at producing action camera which allows people, especially extreme sport enthusiast to capture the wonderful moments of their lives. It encourages its users to inspire others by sharing. In 2018, GoPro launched the first annual user generated content campaign called Million Dollar Challenge (MDC). It invited the GoPro users to submit a raw video clip of the rad moment in life which 100% captured by HERO7 BLACK at then. The selected clips will be made into an annual cut meanwhile the creators of these clips will share the $1 million dollar reward and their work will get exposure on the GoPro official account who have 17.6 million followers on Instagram and 10 million subscribers on Youtube.
This campaign has been launched for 3 years and each years the rule required the creators to film with the latest version GoPro camera. Until this year, the brand has received around 96,200 clips from all over the world there are 12.9k posts under the hashtag #GoProMillionDolloarChallenge.
As what Nike Woodman, GoPro founder and CEO, claimed:
From this contest, GoPro receive bunch of clips which build up its annual product highlight videos that could be used for brand promotion permanently. Compared to the origin way to tailor made the video by professional team, this challenge is a more cost-effective means of getting diverse content in correspondence with the brand image. At the same time, the annual product video is connecting the creators together as the work they all contribute to. It enhanced the bonding within the GoPro community and further impacts on the stronger customer loyalty and brand engagement. Moreover, it may also lead to the increasing sales of GoPro action camera not only because it is one of the essential rules for taking part in the challenge, but also with the product link in the stories collection of MDC on its Instagram which has 690K views.
Through participated in MDC, all the creators get the chance to share the 1 million dollars reward as well as to get exposure in the brand’s high traffic social media account. As White declared that the rising of digital economy encourages collaboration and sharing, and it lower the barriers to start a new business. Under the digital economy circumstance, there are abundant business opportunities in the internet. Therefore, the creators might consider MDC as a stepping stone to explore more possibility of their lives.
In fact, MDC is only one of the user generated content program from GoPro which can inspire other GoPro customers to explore their unique user experience of GoPro products. In order to involve more consumer of GoPro in the brand engagement, it launched various campaign targeting at users owns different models of product such as Anything Awesome Challenge and Photo of Everyday Challenge which both allows all GoPro users to attend and have their own rewards. These programs provide the opportunities for its participants to with their interest, but after all, GoPro regards its customers as the media to promote the brand similarly and it will always be the biggest winner among all these challenges.