Using gopro encourages its millions of customers to submit their best content to the gopro website to earn rewards and recognition. the resulting user-generated content is often a source of new product ideas in the idea generation stage of the new-product development process.

UGC- User Generated Content

Explanation:

It is a combination of making and user generated content a virtual shoe-tie for Go Pro. Go Pro has established a content marketing plataform able to grew into an extreme ecommerce success history.  Instead of renting media company's audience, they use the brand-building services of millions of costumers.

The marketing team provide the tools and plataform to enable their costumers to share the videos and images they capture.