GoPro Establishes Itself as a Lifestyle Brand at CES
GoPro is best known for its wearable and mountable camera devices that have transformed the way we view and record action sports. But the brand doesn’t just make video cameras anymore; it makes cameras, spherical/virtual reality solutions and drones. It sells its own software, and serves up channels of branded content, making it a lifestyle brand as well as a media brand. To reinforce this heavier messaging, GoPro at CES 2016 unveiled a bigger, revamped modular booth that offered attendees and industry folks an interactive product journey through stories and video vignettes.
GoPro-captured content with its wide-angle views, music and crisp colors served as the star of the show against a clean, minimalist booth design. In a theater room outfitted with premium lounge seating, attendees watched GoPro video and product demonstrations. An 80-foot-wide curved LED ribbon around the booth displayed looped content and drew attendees in. At kiosk work stations, GoPro encouraged visitors to create content themselves that they could share on social media instantly.
In addition to content, the double-decker booth offered visual impact and space for eight meeting rooms above the chaos of the show floor. Other booth features included a quad-copter café area, a VIP space with premium finishes, eight mannequins in active poses illustrating uses for the products, a hospitality bar, storage rooms, tech room and the 780-square-foot theater. GoPro completely transformed its image on the show floor from the 10-by-10 booth it had used for several years. In addition, spaces inside the booth were designed for reuse throughout the year at events and conventions outside of CES, including retail stores, lending the brand consistency in its messaging, look and feel.
You go, GoPro.