Brief:
- GoPro last week launched the #HomePro challenge for people who are stuck indoors during the COVID-19 pandemic. The maker of cameras for action sports is urging people to post their most creative videos to social media for a chance to win one of its Hero8 Black or Max cameras and a five-year subscription to its GoPro Plus service, per an announcement.
- To enter, mobile users can download the free GoPro App from the App Store or Google Play. After using the app to shoot a photo or video, entrants must post it to Instagram, TikTok, YouTube or Facebook with the #HomePro and #GoPro hashtags.
- GoPro is selecting five winners a day during the contest period, which runs until April 30. Entrants don't need a GoPro camera to enter, and can capture videos on any device, such as a smartphone or digital camera, per the announcement.
Insight:
GoPro's #HomePro challenge aims to connect with fans of adventure sports who are unable to travel as health officials urge people to stay home and practice social distancing to suppress the spread of COVID-19. As people turn to social media to connect with the outside world, GoPro can participate in those conversations with a challenge that urges people to share their creative efforts on a variety of platforms. As people share their photos and videos, GoPro can extend the reach of the campaign and amplify its promotional power, setting the stage for future growth once the pandemic subsides. That longer-term outlook is positive for the company, according to an Oppenheimer analyst cited by MarketWatch.
GoPro is among the companies that face significant challenges from the COVID-19 outbreak, leading them to change the way people use their products. Niantic, the maker of location-based augmented reality (AR) game "Pokémon Go," faced a similar difficulty as gamers were prevented from going outside — a key part of typical gameplay. The app developer last month reworked the game for indoor play and saw a 67% weekly jump in global spending to $23 million from the prior seven-day period. As people use their mobile devices for entertainment, GoPro has a chance to reach those consumers while they're stuck indoors.
Like GoPro, many brands have had to rework their marketing efforts during the pandemic, which has led people to worry more about public health and the economy. Cellular carrier T-Mobile last week week urged customers to refrain from April Fools' jokes and instead show gratitude for people who are helping others cope with COVID-19. Cottonelle, Ford, Honda, JanSport, Jimmy John's, Nike and Verizon also have pivoted their marketing strategies in the past month.
