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Missing a trick with GoPro? by Rose Dooley

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It started as a surfer using a botched camera to film his action on the waves. But today, the GoPro camera is now a must-have on any traveller’s packing check list, a technology household name and a dream for any brand wanting its consumers to share experiences in an immersive way.

Providing a unique and incredibly personal perspective for viewers, GoPro cameras are now frequently used to maximise engagement on campaigns, events and PR stunts across the world.

One of the brands at the forefront of GoPro usage is Red Bull. Targeting adrenaline junkies and adventure seekers, the global partnership between Red Bull and GoPro has allowed viewers to immerse themselves in anything from a Formula1 race to a sky dive and its produced great results. This success has led us to expect a certain pace or feel from GoPro edits. But it’s not just fast and furious footage that can have an impact.

Way back in 2013, GoPro released a video of a fireman saving a cat from a fire, providing heart-warming moments rather than the heart-stopping ones audiences have grown used to. This type of content was met with an equally strong reaction and allowed the GoPro brand to reach out to an audience beyond exotic explorers.

This style of softer, slower and more emotionally-driven content can be seen in other campaigns but GoPros are often overlooked when it comes to capturing it, simply because of the stereoptypes we’ve become used to. Experiential restaurants, first dates or job interviews could all be possible ways for brands to still use the personal point of view that GoPros provide to tell compelling stories GoPro will continue to go hand in hand with adventure but, in the world of video creation, brands have a real opportunity to embrace this type of content at a slower pace to fit with their own products and ethos.

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