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In October, GoPro invited 42 creators to a four-day, all expenses-paid jaunt to Interlaken, Switzerland, for its GoPro Creator Summit, where its new flagship product was rolled out, the GoPro Hero 11 Black—a sleek cube camera that carries a punch.
The assignment? Well, there was no assignment, per se. Just a bunch of content creators/action-adventurers who are accustomed to making content while traveling the world. The brand didn't set any content mandates, no agreement on how many times the creator had to post, no required brand language and no approval process. No rules!
GoPro’s strategy was simple: Bring talented creators to a gorgeous location, gift a new product before it’s available to the public, show incredible hospitality, offer bucket-list activities as content capture opportunities, and stand back as creators create. Well, it worked! Continue reading here.
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