CUSTOM INTEGRATED MARKETING PROPOSAL BY MARYJANE BOSCIA

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What is GoPro?

GoPro Inc. is an American corporation that develops, manufactures and markets high-definition personal cameras. The cameras capture still photos/video in HD and are known for being compact, lightweight, durable and wearable.

- Nick Woodman from San Mateo, California - Raised money by selling $20 bead and shell

belts out of VW van- 2004 sold 1st camera- Evolution of cameras

GoPro – BE A HERO

“Think it. See it. Do it.

We dream. We have passionate ideas about what’s possible in this world. Our passions lead us to create experiences and realities that expand our world and inspire those around us.GoPro helps people capture and share their lives’ most meaningful experiences with others—to celebrate them together. Like how a day on the mountain with friends is more meaningful than one spent alone, the sharing of our collective experiences makes our lives more fun.The world’s most versatile cameras are what we make.

Enabling you to share your life through incredible photos and videos is what we do.This is your life...GoPro.”

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Esquire

Esquire gets men. We are known for quality, innovation and our ability to create buzz through our cultural influence. Esquire is defined by our wit, authoritative voice and expert instruction. Esquire celebrates being a man.

Esquire has resonated with their readers for over 78 years because we also never “remained comfortable”. Esquire is constantly changing and establishing revolutionary new ground in the industry. Innovation drives the brand, and is at the root of all that we do.

While other men's magazines are written for highly aspirational readers, Esquire is geared toward men who have arrived … What they want is a primer on how to lead a richer, better, fuller, and more meaningful life.

Esquire in Numbers

Affluent, Educated, Successful

- 25 – 49 age range - $87,208 HHI- 38% College Grad+

Esquire ISthe Millennial Man

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A Closer Look At the Millennial Man

“The Millennial Man Is Not Who You Think He Is”

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- The Influential Generation- 56% tech influencers

- “they’re not opposed to advertising, but they love to be obscure”

- “digital to the core”- “value integration more than

accumulation” - “make our investments in lifestyle

rather than proving a point with flashy luxury brands”

- “More about the experience”’

Esquire & GoPro, The Perfect Pair

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“It’s becoming the norm to document more and more of our lives” - Nick

Woodman

Versatile- GoPro is an “everything” camera- Esquire appeals to Men & Women,

interested in +style, health, food, drinks, automotive

Active- 57% Esquire readers consider themselves

physically fit- About 40% of Esquire readers are heavy

sports participant.

Age- 2014 Esquire median age = 46.2- Majority of GoPro users = 45-54

Gender- Esquire appeals to men and women- GoPro users 80% men, 20% women

Tech- Esquire readers invest in new

electronics, and are “tech-splorers”

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ESQUIRE & GOPROLaunch Partnership

REACHING THE MODERN ADVENTURERIn this partnership with Esquire, GoPro will be intimately aligned with the modern innovator and the world of discovery that is the Esquire man. Both brands share the unique mission to celebrate the modern man’s passion, and the goal to embrace the overall experience rather than the particulars. Esquire will expand GoPro’s reach by connecting GoPro with important and unique influencers and innovators, that similar to the GoPro clientele, exemplify what it is to be a true modern adventurer.

Esquire will do so by creatively showcasing the GoPro brand through a compelling, fully integrated program, by taking advantage of and capitalizing on the endless user generated content by GoPro in order to highlight the parallel lifestyles of Esquire readers and GoPro users.

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April Issue = Health Issue- Editorial on getting “beach body” ready for

Spring Break- Editorial on action sports - The Esquire Health Initiative Announced

- Record fitness activity with GoPro- GoPro pics/videos submitted to

Esquire.com- Winner wins GoPro & accessories

- Each model is accessorized with a GoPro in the style section

Cover of June Issue = extreme sports athlete, outdoorsman, rugged, adventurer.

- Cover & inside spread all shot with GoPro cameras

- Editorial piece on the Cover

September Issue = High Impact Unit- Gatefold showcasing current GoPro advertising campaign

Print

Social Footprint

Esquire & Readers Interaction - Readers post custom GoPro videos/pictures to

Instagram/Twitter with #GoProGoEsquire- Winning photo shared across Social Media

platforms

Esquire shares GoPro selected “Video of the Day” and “Photo of the Day” on all Esquire social media

Facebook News Feed Ads

- An organic story within a user’s newsfeed promoting the GoPro brand

- Editorial authority & credibility (story coming from Esquire)

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11Please note: All program elements subject to change or cancellation based on availability.

Digital

All print content will be expanded onto brand’s website, as well as:

- SLIDESHOW of GoPro videos & pictures submitted by Esquire readers

- EXCLUSIVE INTERVIEWS with GoPro premier team athletes (Shot with GoPro)

- Surf, Ski, Snowboard, Motocross, Skateboard etc

CUSTOM H-UNIT TAKEOVER- Interactive takeover on Esquire.com - Weave in brand elements (imagery, logos,

etc.) transforming the entire page into a billboard for GoPro

- Upon entry, the page automatically pushes Esquire content down to reveal teaser video (latest GoPro campaign)

Tablet

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- April Style section includes HOT SPOTS

- June = Interactive feature showcasing winner of Esquire contest for their favorite GoPro picture as submitted by readers

- #GoProGoEsquire- Tablet only spread showcasing

winning photos - PHOTO GALLERY

- Exclusive interview with the winner

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Turn Key Event – 99U Conference 2015

Overview:- May 2015, New York, NY- World’s creative visionaries- How to make your ideas happen

Audience:- Creative professionals- Small business owners / Entrepreneurs - Tech-Savvy- Social Media Influencers

Official Sponsor Details:- Esquire Social Media platforms

announcements

- Esquire.com & Esquire Magazine

advertisements

- Custom 99U brand integration

- Sponsored article series on 99U.com

- Exclusive sponsorship of the Opening

Night Reception

- GoPro’s logo featured on the event

invite

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Summary

Tier 2 - Print

- April Issues Editorials- June Issue Cover

- Social Footprint- #GoProGoEsqurie

Contest- Digital

- Slideshow & Interviews- Tablet

- #GoProGoEsquire Interactive Showcase

- Turn Key Event- 99U Sponsorship

Tier 1 - Print

- April Issue Editorials- June Issue Cover- Sept Issue Gatefold

- Social Footprint- #GoProGoEsqurie Contest- Esquire shares and/or

Organic Newsfeed - Digital

- Slideshow & Interviews- Home Page Takeover

- Tablet- April Hot Spots- #GoProGoEsquire

Interactive Showcase- Custom Event

- Action Sports Showcase