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Edited by MEC_CREW:Berti Emily
Dardani MicolMantovani Carol
Mazzola MaiteMonti MariaGiulia
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GoPro: Best of 2016 - A Year in Review
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The brandGoPro = Going Professional
• Be a HERO → be the protagonist of an adventure
• Extension of the human body, of the view and the memory
• Sensory marketing → Sight → Fish-eye, HD, broader view
• https://it.gopro.com/channel/
• Subliminal perception: why do you want a Go-Pro? It is for recording, but not just a recording camera
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Ch.2 - A consumer society Post-modernism:
• De-Differentiation → With the same device amateurs and professionals can both create amazing videos;
• Hyperreality → Turn common experiences into fantastic and amazing adventures;
• Chronology → Most modern way to keep memories
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Ch.2 - A consumer society
Experience economy: consumers care about the experience that camera gives to them and not about the product itself
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Ch. 8 - Attitudes
• Value expressive function: desire to express a wild and adventurous lifestyle
• The experiential hierarchy of effects: GoPro does not sell cameras but experiences. Consumers buy a GoPro on the basis of their emotional reaction: if you want a Gopro you go and buy it without too many thinking.
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Ch. 8 - Attitudes
• Level of commitment → Identification: desire to belong to a certain group (young, wild and free)
• Types of message appeal: emotional appeal → GoPro videos show action, adventure, fun, excitement and adrenaline contents
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Ch.10 - Community• Everything is thought to be shared and to be published on Social Media in the
easiest way possible
• Through this device, by mere exposure, you become part of a group of people who want to share adventures and emotions
• Too much effort in creating the “perfect” video → loose the spontaneity of the moment
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Ch.10 - Community
• Youtube and GoPro website to create a community in which people can share and watch their/other adventures
• Risky shift effect: people may engage in more risky situation in order to record exiting video and get more group’s approval
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