1. Edited by MEC_CREW: Berti Emily Micol Dardani Mantovani Carol
Mazzola Maite
Monti MariaGiulia

2. GoPro: Best of 2016 - A Year in Review

3. GoPro = Going Professional
The brand
GoPro = 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
Subliminal perception: why do you want a Go-Pro? It for recording, but not just a recording camera
The GoPro was originally designed for surfing and capturing pro camera angles,
GOPRO= “When trying to come up with an idea for the company name I asked myself, ‘What do my friends and I all want to do most?’ And the answer was ‘Go pro…we all want to be pro surfers, pro footballers, pro teachers,...
Sensory marketing: they pay attention to the impact of sensation
Stimuli → sight →
Subliminal perception: stimulus below the level of the consumer’s awareness.
Or is it because you want to live the adventure that you see? Their are selling the fact that if you buy a gopro you will live fantastic advanture, in which you will be the hero!!!

4. 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
example hyperreality: record lions closely form an innatural distance
It allows us to see the world from a lot of new different point of views, even the most dangerous and unusual ones.

5. Ch.2 - A consumer society
Experience economy: consumers care about the experience that camera gives to them and not about the product itself

6. 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 an buy it without too many thinking.
the experiential hierarchy of effect: feel → do → think

7. 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

8. 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
Perdi il legame del momento stesso, perché ti concentri su come vieni fuori.

9. 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

11. È costruito per montare video e condividerli.