GoPro thrives on "virtuous cycle" of content creation

This event report outlines how GoPro, the camera brand, has built a "virtuous cycle" of content creation by working with athletes and other creators.

GoPro thrives on "virtuous cycle" of content creation

Stephen WhitesideWarc

GoPro's cameras seek to provide flawless video footage and photos from mountainsides, the middle of hockey games or mid-wave for those who ride the wild surf.

And the brand's marketing team has an equally clear picture regarding how best to drive growth. "Somebody buys a camera, and they go out and they capture this amazing moment in time that's special to them," Todd Ballard, GoPro's senior director/lifestyle marketing, told delegates at IEG's Sponsorship 2015 conference in Chicago.

"Then they put it on the internet and they tag it...

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