The Better Marketing Blog

Quick Summary

• GoPro’s “Million Dollar Challenge” dared adventurers to risk life and limb, capturing the most death-defying, epic moments for a shot at a staggering $1 million prize.
• From heart-stopping cliff dives to surfing colossal waves, the campaign showcased jaw-dropping user-generated videos that highlighted the HERO8 Black and MAX cameras’ phenomenal capabilities—in the hands of real thrill-seekers.
• This ingenious $1 million investment became the best money GoPro ever spent, generating monumental ROI through earned media that eclipsed traditional paid advertising—skyrocketing brand loyalty, engagement, and product sales to new heights.

What if you could turn your customers into your best marketers? GoPro’s “Million Dollar Challenge” did just that—turning users into brand ambassadors by inviting them to capture their most epic moments on the HERO8 Black and MAX cameras for a chance to win a share of $1 million. 

The result was a flood of breathtaking footage from across the globe, showcasing not just the product’s power but the passion of GoPro’s community.

The “Million Dollar Challenge” campaign was a masterclass in user-generated content, calling on the talents and creativity of GoPro’s user community to boost awareness for its latest cameras. 

GoPro turns jaw-dropping user-generated content into a marketing masterpiece.

This unique approach sparked an enormous response, generated eye-catching and diverse video content, and effectively highlighted what the cameras could do in the hands of ordinary people engaged in extraordinary adventures.

Background

As a leading brand of action cameras, GoPro has always focused on empowering people to capture and share life’s most thrilling moments. With the release of the HERO8 Black and MAX models, GoPro wanted to underscore the advanced capabilities of these cameras to appeal to both dedicated fans and new users.

To achieve this, GoPro wanted to create a campaign that would connect with its community in a genuine way.

Campaign Overview

Launched in October 2019, the “Million Dollar Challenge” invited users to submit their most epic footage captured with the HERO8 Black and MAX cameras for a chance to share in a $1 million prize. The goal was to create a highlight reel entirely from user-generated content, demonstrating the cameras’ versatility in real-world settings. 

The response was overwhelming, with over 42,000 submissions from 170 countries, resulting in a stunning highlight video that captivated audiences worldwide.

Participants who were selected to be featured in the final video would split a $1 million prize, a compelling incentive that drove global participation. In January 2020, GoPro released the final highlight video, titled “GoPro Awards: Million Dollar Challenge Highlight,” which exclusively featured user submissions. 

The video presented a stunning array of scenes—from intense action sports to serene landscapes—captured by customers in real-life scenarios. This approach not only underscored the HERO8 Black and MAX cameras’ capabilities but also fostered a sense of community, trust, and pride among GoPro users, who became co-creators of the campaign.

Key Success Factors

User engagement through incentives

The $1 million prize provided a powerful incentive, leading to over 42,000 video submissions. This prize elevated the campaign’s visibility and inspired thousands of users to produce and submit high-quality content.

Authenticity through user-generated content

By featuring real users as content creators, GoPro fostered authenticity and trust in the HERO8 Black and MAX models. The genuine, relatable footage resonated deeply with both GoPro’s community and prospective buyers.

A community-focused approach

The campaign’s strategy tapped into GoPro’s existing user community, motivating them to become brand advocates. This strengthened GoPro’s brand loyalty and created a shared sense of accomplishment among users who contributed to the campaign.

Cost-effective content creation

With thousands of participants, GoPro crowdsourced much of its campaign content, reducing production costs while generating high-quality visuals that might have been difficult or costly to produce in-house.

Innovative Elements

The “Million Dollar Challenge” stood out for its creative approach to crowdsourcing and incentives. Instead of a traditional ad, GoPro empowered its community to showcase their lives and adventures, turning users into the stars of its campaign.

In addition to minimizing production costs, this strategy showcased the HERO8 Black and MAX cameras’ versatility in real-life applications. The campaign also creatively incorporated gamification: By offering a substantial prize and a chance at global recognition, GoPro encouraged users to engage with the brand in new and exciting ways.

Impact and Results

The “Million Dollar Challenge” campaign was a global success, bringing in over 42,000 submissions from 170 countries, which highlights GoPro’s worldwide appeal. The campaign’s highlight video amassed millions of views across GoPro’s social media, driving both engagement and awareness.

It also won a Shorty Award for Best User-Generated Content, solidifying its reputation within the marketing world. These efforts contributed to strong sales growth for the HERO8 Black and MAX models, showing the impact of UGC in driving both consumer interest and brand credibility.

The campaign also reinforced GoPro’s position as a brand that values and empowers its community.

Marketer Takeaways

• Leverage user-generated content to build authenticity. Even if your product isn’t a natural fit for UGC, you can still empower your community to create content that highlights real-world use cases. Encourage customers to share testimonials, reviews, or creative ways they use your product. Consider focusing on the experiences or problems your product solves, and invite users to share their personal stories around those themes.
• Use incentives to drive engagement. Providing attractive rewards, whether monetary or experiential, can increase both participation and submission quality. GoPro’s substantial prize encouraged users to showcase their best work, resulting in a dynamic product showcase.
• Create community-centered campaigns. GoPro’s strategy capitalized on its existing user base, making users feel like a core part of the campaign. This approach enhances loyalty and encourages organic brand advocacy.
• Transform marketing into an experience. GoPro turned a product launch into a global competition, creating an experience that was engaging, shareable, and memorable. Their strategy drove immediate engagement and left a lasting brand impression.
• Maximize ROI through earned media. Innovative campaigns that resonate with audiences can generate substantial returns without the need for extensive paid advertising.

GoPro’s campaign demonstrates the power of UGC in creating impactful marketing strategies. By engaging its community and showcasing authentic content, GoPro effectively highlighted its products’ capabilities and strengthened its brand presence.

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