Campaign overview

After DJI debuted their first competitive action camera to consumers, all eyes were on GoPro to see what they would do next. The team needed to make a major impact with media with their next flagship products, the GoPro HERO8 Black and GoPro MAX, to ensure that the company stayed on top of its competitors. With just about three months before the announcement, Hotwire was tasked to help support the launch and ensure press and influencers drove key messages and talking points in their stories.

What we did

Hotwire worked with GoPro to identify key top-tier reporters and influencers to invite to a VIP media demo at GoPro’s headquarters in San Mateo. The team assisted GoPro in running in-depth previews for both products before setting them up with GoPro HERO8 Black review samples to test out in the wild. Over the campaign period, the team continued conversations with press to ensure key talking points and messages stayed on top of mind. Through ongoing media/influencer relations and launch day preparations, Hotwire ensured that GoPro made a big splash once the embargo lifted, securing over 1800 pieces with positive sentiment by the end of the launch week.


In in just a week, Hotwire secured over 30+ top-tier pieces including CNN, WIRED, Engadget, CNET, and Hypebeast among others. In total, there was over 1800+ stories (plus syndications) across the web. The coverage positioned the HERO 8 Black as one of the best action cameras to date and also has driven appetite for the GoPro MAX, launching later this year.

Global reach.
Local flavour.