GoPro's awards program helps it (and you) get seen

GoPro's become a behemoth in the world of visual media. So much so that most of us see any brand of action camera and think "GoPro". 

There's more to GoPro's growth than the quality of their products. The company's leaned heavily user generated content (UGC). In fact, that's what makes up GoPro's most popular videos on its YouTube channel.

So how do they get creators to post content they've filmed on their GoPro?

GoPro offers a bunch of challenges on its website through their awards program. The program gives creators a shot at winning gear, exposure and cash prizes in exchange for clips. But for the biggest prizes on offer, creators have to jump on the GoPro Million Dollar Challenge.

The Million Dollar Challenge coincides with GoPro's new camera launches each year. Contestants have 3 months to film and submit content using GoPro's newest device.

In 2019 the challenge saw 42K submissions and 45 creators split the grand prize. So if you're thinking about getting involved, don't worry, there can be more than one winner!

Why does this awards program work so well?

Through these challenges, GoPro's not only set itself up as a camera brand, but as a vehicle for creators to promote their most exciting shots.

The Million Dollar Challenge in particular promotes GoPro's newest cameras. It incentivises creators to show off new and improved features in an organic way. Then the brand can repurpose that content through its own social media channels.

Overall, the awards program is a winning strategy. GoPro gets quality footage and good word of mouth for a relatively low cost. And creators get recognition, and sometimes prizes, just for aligning themselves with the brand.

 -Devin, Copywriter