Precedent Studies

 Precedent Studies

In the early stages of GoPro, founder Nick Woodman had the drive to make his business succeed but the advertising was lacking. In 2004, Nick produced the first GoPro and began selling them at surf retailers at the Action Sports Retailer Convention in San Diego. (Mac, 2013) He originally advertised GoPro as an action camera for surfers, since he was surfer and wanted a camera to capture his surfing footage. In late 2004, he began advertising GoPro as an action camera for every sport. In 2005, Woodman began his big advertising break by selling his cameras at QVC, surf shops and specialty sports boutiques. It was not until 2008, that woodman began advertising the GoPro as a mountable device. Since then, GoPro has been advertised as a wearable and mountable camera that can be used for all types of activities. The main target group that is advertised to is sports/adventure enthusiasts.